There were very few restrictions for online branded content videos in our priority markets of China, Brazil, Russia, Indonesia, and the United States. However, as YouTube is not accessible in China, the video was posted to Youku for Chinese viewers.

Though China is a global economic force, remote areas of the country still lack basic infrastructure — particularly reliable electricity. Many communities lack enough energy to power much of anything outdoors.

The main target audience was the people of China, with secondary targets in Brazil, Russia, Indonesia, and the United States.

Viewers, primarily in China, were drawn to the Lantern Festival video using paid display media, search engine optimization, teaser ads, promoted social media posts, and YouTube and Youku promotions. Key opinion leaders on social media were also identified in the Chinese market for more organic reach.

Publicly posted on February 24, 2015, the video quickly went viral — receiving over 2 million views on Youku and YouTube, over 32.6 million impressions on social channels, and over 18.3 million earned media impressions (Caterpillar Inc., Lantern Festival – 1 Month Dashboard, April 2015).

Major advertising media outlets such as AdAge, Media Post, and many trade publications in the target markets covered the story. People around the world shared the film.

And while “heartwarming” isn’t typically a word associated with electrical power generation, inspired comments from Chinese viewers included, “I should reunite with my family,” and, “Cherish the present and live well”.

In the end, Cat proved that a generator can deliver a whole lot more than just power.