The CAT Expert campaign was launched leveraging our website, mobile site and three online films. The films were the key to grabbing attention and offering the message that CAT was a good fit for small-sized contractors; and that CAT knew and understood the challenges the target faced, professionally and in daily lives, had advisors/experts available to answer questions and both see one through the process and be there after a purchase as well.

Those who saw the video could follow up easily on the website or mobile site, where they would find more in-depth information and contacts as well.

In 2014, CAT in China enjoyed double-digit growth (10%) when the industry had double-digit decline (15%).

We also achieved a large and positive change in brand perception (consideration rose 24%).

From the priority leads data, we saw huge growth in the important regions of Chongqing and Henan.

As we look back, we see our growth in leads, sales and brand perception great results, indeed. We also see key to this growth and success how our social listening helped to communicate in ways that was relevant and meaningful while achieving our goals of growth and changes in brand perception.