Driving Hyundai Heavy Equipment awareness with targeted digital strategy.
Situation Overview
- Customers didn’t know that HES carried New Hyundai Equipment
- No marketing plan in place
HES Equipment needed help to create awareness for a line of Hyundai new heavy equipment.
HES Equipment approached MINDSCAPE to enhance brand awareness for their new line of Hyundai heavy construction equipment. They had no existing marketing plan in place and needed help coming up with the best path forward. The primary focus was on establishing a cohesive brand presence between the two companies by integrating Hyundai’s brand identity with HES Equipment’s offerings.
Goals
- Create brand awareness
- Co-branding Hyundai and HES
- Driving users to custom landing pages based on audiences
Create awareness of HES Equipment’s line of new Hyundai heavy construction equipment.
HES Equipment has long been known for their used construction equipment line, but wanted to push Hyundai’s new construction equipment as a competitive alternative to more established brands such as CAT and Kobelco. Our objective was to establish Hyundai as a viable alternative to their competitors by highlighting technological advantages, durability and eco-friendliness of Hyundai’s line well also pushing financing and warranty options available through HES Equipment.
Challenges
- Established competitors such as CAT and Kobelco dominate the field
- We don’t maintain the HES Equipment website and will need to work around that limitation
- Long buying cycle
Heavy construction is dominated by a handful of brands with a long buying process.
Heavy construction equipment is dominated by a small group of large companies, such as CAT and Kobelco, and making the case for Hyundai’s lesser-known product line would be a challenge. Moreover, we do not maintain or control the corporate website for HES Equipment, so our marketing efforts would largely need to take place off-site through the use of landing pages and a microsite, with paid advertising campaigns directing traffic to our new site. The other challenge is a 12+ month buying cycle, which makes it an uphill battle to gain traction with the combination of competitiveness and how long the decision making is.
Solutions
- Utilize financing messaging to influence action
- Create landing pages for particular audiences and conversions
- Run top of funnel awareness campaigns through CTV, Radio, and Paid Social Campaigns
- Leverage Paid Search and Paid Social for conversion actions
A stand-alone microsite fed by multiple traffic channels.
Understanding that building content on their current site was not an option, we created a dedicated microsite focused on promoting Hyundai’s new heavy construction equipment. The site serves as the destination for multiple targeted campaigns, with traffic coming from a variety of channels including connected tv, radio, social, display and search.
Results
- 684,000+ impressions delivered in the first month
- 12.33% increase in New Users in the past 60 days
- 11.74% increase in Total Users in the past 60 days
Multi-channel advertising drives increased awareness of Hyundai’s new construction equipment.
Our combined advertising efforts in radio, connected tv, display, social and search delivered 684,000+ impressions in the first month, resulting in an increase of 12.33% in new users and 11.74% increase in total users over the 60 days following the launch of the campaign. With the recent launch of the campaign and the long (12+ months) buying cycle, we’re generating leads today that will continue to be nurtured into sales over the coming months.
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