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Finning Equipment Solutions

Award-winning integrated campaign for the UK’s first plant auction

The brief to attract large numbers to a first time in the UK plant auction at very short notice required a team that could change the way they communicate and adapt to their audience in an instant.

Rebecca Evans
President of the International Building Press

680

qualified online leads

250,000

impressions and more
than 165,000
video views

815

visits to the campaign microsite, with an
average retention time
of nearly five
minutes

Sign outside the public auction

We developed an award-winning integrated B2B marketing campaign to promote the launch of Caterpillar Auction Services, designing ‘Selling with a Star Blogger’ to drive interest, encourage registration and educate the market on what to expect when buying heavy plant machinery at an unreserved public auction.

To kick off the campaign we created a dedicated microsite to serve as a central hub for all content. Next, we collaborated with social media influencer, Digger Man Nick Drew, to devise a ‘journey-to-auction’ video series. This showed our target audience what to expect on the day, how to bid, and the benefits of purchasing in this way.

Blog posts published in partnership with Nick, alongside a targeted social media campaign, helped us achieve high levels of engagement, and on the day of the auction we hosted a competition to win a new Cat S60 phone.

‘Selling with a Star Blogger’ was winner of the ‘Best Integrated Campaign’ in the 2017 International Building Press (IBP) PR & Communications Awards, with judges giving high marks for strategy and outcomes, which they said were achieved through ‘innovative use of video and social media and capitalising on existing relationships and audiences’.