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Global Branding & Content Strategy Campaign: Challenger


Challenger AG


Farm & Ag


Branding, Content, Strategy,

Social Media, Copywriting, Planning

The Brief

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 conditions.

The Path Forward

I leveraged their story to shape the new voice and social media strategy for the brand. The goal from the start was simple: revive a dormant online brand by developing a multitiered, integrated plan whose centerpiece was a brand-new content strategy to improve awareness and generate engagement.

The Goods

I successfully accomplished this through:

  • Creating content that targeted the appropriate audiences

  • Tying stories into the web-based reality series ‘The Edge of Farming’

  • Leveraging user-generated content through contest management and audience engagement

  • Sharing product launches tying together email campaigns and social media

  • Utilizing secondary research to create hashtags that enhanced reach

Challenger’s audience organically grew by nearly 800%, from 1,347 to 11,974 engaged fans in six months, and fan page interaction jumped similarly.

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