To promote the first European heavy machinery auction of the newly formed Cat Auction Services, a joint venture between Finning UK & Ireland, Caterpillar and Ironplanet, Edson Evers delivered a social media and social media influencer campaign - 'Selling with a Start Blogger' - to drive interest, encourage auction registrations and educate the market on what to expect when buying at an unreserved, public auction.
Winner of 'Best Integrated Campaign' in the 2017 International Building Press (IBP) PR & Communications Awards. "The brief to attract large numbers of people 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. The judges gave high marks for strategy and for the outcomes, which were achieved through the innovative use of video and social media, capitalising on existing relationships and audiences and demonstrated by the ways in which the campaign benefited the business.”Rebecca EvansPresident of the International Building Press (IBP)
How did we do it?
To kick off the campaign, Edson Evers created a dedicated microsite as a central hub to host all content and information. In partnership with The DiggerMan Blogger, Nick Drew – a renowned industry social media influencer, we created a series a videos, hosted by Nick, to educate the market on what to expect from the auction, how best to bid and why this form of purchasing was beneficial.
Through the creation of 10 videos, distributed before, during and after the auction, we created the ‘journey to auction’, which was focused on one specific machine. This format allowed us to be transparent in our messaging and physically show our target audience how each machine becomes ‘Cat Certified’, and why an auction is a safe, affordable way to purchase heavy machinery.
With the creation of blog posts, published in partnership with The DiggerMan Blog, and a targeted social media campaign, we achieved high levels of engagement on all posts and published videos. Alongside the content creation, we also hosted a competition to win a brand new Cat S60 phone, with the winner announced live at the auction.
686 qualified click-throughs from Social Media to IronPlant Registration Page
168,436 video views, 244,641 total reach across Facebook and Twitter, all targeted at General contractors, plant operators and construction industry professionals.
815 visits to dedicated Cat Auction Services microsite, with an average ‘time on page’ at 4:53 seconds
Looking for ways to deliver a successful social media, and social media influencer campaign? Get in touch