Over the last three decades, Challenger tractors by AGCO—a Fortune 500 company—have evolved, becoming one of the fastest-growing equipment brands in the world. These tough and technologically-advanced machines have become the standard for the professional farmer looking for the right combination of power and efficiency for their environment. These attributes helped shape the new voice and social media strategy for the brand.
The goal from the start was simple: revive a dormant social brand by infusing a multitiered plan whose centerpiece was a brand-new content strategy to improve awareness and generate engagement. This was successfully accomplished organically by leveraging:
* The web-based series ‘The Edge of Farming’
*User generated content through contests
* Newly created hashtags that expanded reach
As a result Challenger’s audience grew by nearly 800%, from 1,347 to 11,974 engaged fans in six months, and fan page interaction jumped similarly.