Bridging a century of innovation through interactive storytelling.

Leading the digital team at Bader Rutter, I provided strategic consultancy for the Case IH Farmall 100th anniversary promotion website. This platform was designed to do more than celebrate a milestone; it served as a high-performance bridge between Case IH’s agricultural heritage and its unwavering commitment to future innovation. By highlighting the Farmall series, we showcased the grit and toughness of both the machines and the producers who rely on them.

 

We transformed static history into a dynamic ecosystem by leveraging User-Generated Content (UGC) and an interactive timeline. This approach documented the product's evolution in a way that resonated with two distinct personas: the legacy-driven farmer and the precision-focused engineer. By integrating community stories directly into the brand narrative, we moved from passive observation to active engagement, achieving marginal gains in brand loyalty during a critical market anniversary.

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• Ochestrated a global contest that generated over 8,400 unique stories and video submissions from passionate producers.

• Market HeritageCelebrated the legacy of a brand that was the first to surpass 5 million units sold, maintaining a dominant 100-year market presence.

 

• Global Reach Supported a multi-faceted campaign that included a Guinness World Record parade of 110 tractors, amplifying digital traffic to the microsite.

• Brand Loyalty Targeted an industry where 63% of farmers identify as brand loyal, using UGC to reinforce the "member of the family" status of the Farmall tractor.