CASE STUDY: Launch of
CAT 320D3 GC in India

Caterpillar Inc. is one of the largest manufacturers of construction and mining equipment, diesel and natural gas engines, and industrial gas turbines across the world. They have been present in India since 1963.

Client

Caterpillar Inc.

Services offered

Launch strategy
Email Marketing
Social Media
Photography
Analytics

Objective

Bookings
Event attendance
Awareness
Leads

The Brief

Having collaborated with Caterpillar for an extended period, the assignment to launch the CAT 320D3 GC was highly anticipated. However, the unprecedented circumstances of COVID-19 necessitated inventive solutions — the decision was made to launch entirely online. The brand sought a novel digital approach that would resonate with its core audience in the construction industry. While the product’s value proposition is built on ROI, efficiency and rugged performance, the challenge was to communicate these tangible benefits through a digital-first marketing strategy.

What the campaign needed:

A fully integrated (360-degree) digital launch plan
Multi-channel activation: social media, emailers, display advertising
Engagement strategy for Caterpillar’s dealer network across India

The Thought

We devised a three-phase campaign structure to build intrigue, promote sign-ups and then convert interest into actionable leads.

Content strategy

Tailormade communication strategy to effectively connect with various potential customers highlighting benefits & features

Primary audience segments included:
Construction firms, contractors, equipment dealers, and engineering professionals.

Platforms

WhatsApp
Social Media
Display
Email
Industry Influencers

Phases

Coming soon
Date reveal
Invite for the digital event
Opening bookings

The story

Teaser images and videos
360 Degree VR videos to showcase the ease of use and comfort
Emails with testimonials of customers who have used CAT equipment before

What we DID

Campaign Tagline: “DIG MORE PROFIT” — capturing the promise of outperforming any job and delivering savings at scale.

Audience segmentation
We segmented the target base by company type (e.g., contractors, dealers) and role (e.g., engineers, purchase managers), allowing tailored messaging for each category.

Landing pages
We built 19 distinct landing pages, designed to address specific audiences and rendered in multiple languages.

AB Testing
Ads were deployed across Facebook, LinkedIn, Email, WhatsApp, SMS, Google Search and Display. Over a 2-week lead-generation phase, teaser ads (in several languages) were directed to relevant landing pages. We then identified the top 6 performing pages and scaled the launch ads accordingly — this approach delivered significantly higher sign-up rates compared to previous launches.

The Event
On launch day, we hosted a dedicated event page on Caterpillar’s website, with simultaneous broadcasts on Facebook and YouTube. The six previously sign-up-oriented landing pages were converted post-event into lead-capture and brochure-download pages, and leads were routed to regional sales representatives.

Follow-up for non-attendees
To engage even those who missed the live event, we sent follow-up emails and WhatsApp messages linking to the recorded session, with a prominent “Get in Touch” button — generating additional leads from the on-demand audience.