When New Holland introduced a redesigned baler and retired its iconic red color, JPL built a campaign that earned attention, eased hesitation and reestablished trust—all before the product ever hit the field.
Results
724K+
Farmers and producers reached ahead of launch
1.2M+
Impressions with high efficiency
Video
Outperformed in engagement and recall
New Holland was launching a new round baler with improved durability and innovative precision solutions. At the same time, they were retiring the red color that’s been around since the 1930s. To address this shift, JPL created a campaign that amplified product enhancements while downplaying the color change. The campaign theme, A New Day, positioned these changes as part of the brand’s continued evolution.
To reach high-value producers, we launched in-feed videos, Reels and Stories on Meta. Each placement was built around performance benefits like ISOBUS connectivity and accurate, real-time bale weighing. Geotargeting focused media within a 50-mile radius of dealerships with product inventory. (Media placements managed and optimized by Spidr.)
Static and carousel ads extended the story with visuals that blended heritage with innovation. These formats delivered bite-sized education on product specs, reliability upgrades and what made the new Roll-Belt Series 1 stand out.
This campaign didn’t just generate attention. It preserved trust through innovation, showing that even as brands evolve, the connection with their audience can stay strong.
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