Shifting Brand Perception to Capture Market Share
With industry-leading capacity and power, New Holland Agriculture’s all-new CR11 Combine is raising the bar to meet the demands of today’s growers. They needed a product launch campaign to firmly establish the New Holland brand as the new contender in the cash crop space.
Challenge
New Holland wanted to more firmly establish themselves as a major player in the combine market, particularly in the U.S. and Canadian cash crop sector. Despite the industry trend toward larger machines, New Holland was perceived as a small grain machine manufacturer. This perception gap hindered New Holland’s ability to capture market share and compete effectively against established rivals. They wanted to accelerate brand awareness in the combine market and fuel purchase consideration.
Solution
Approach
New Holland partnered with JPL to launch a bold campaign centered around its 2025 fleet of combines, headlined by the CR11 model. It focused on winning market share and closing the persistent perception gap. We engaged large cash crop producers in North America and Canada, addressing brand awareness and perception challenges with disruptive, purposeful imagery and messaging to open the door to influencing purchase consideration. The campaign differentiates the CR11 by emphasizing its innovative features and the benefits it brings to farmers.
Audience Strategy
The cash crop space is at an important crossroads where older growers are aging out and passing down the legacy to the younger generation. Our creative solves the challenge of focusing on the young grower without alienating the needs of older growers. We connected with established, older farmers by highlighting the CR11’s ability to reduce total harvest costs and New Holland’s commitment to purposeful innovation and lasting relationships. Bold and often boastful messaging resonates with younger farmers who represent a significant opportunity for brand building.
Media Mix
Through a multi-faceted approach incorporating paid media, creative content and analytics, the campaign drove pre-sales, improved brand perception and ultimately established the brand as a top choice for cash crop farmers seeking cutting-edge combine technology. We used a mix of digital, social and traditional media to reach both younger and older farmers, with custom messaging and a focus on high-impact yet efficient placements.
Metrics
Success will be measured across multiple dimensions, including:
Awareness metrics
Reach, frequency, impressions
Consideration
Engaged sessions on the landing page
Conversion
RFI form submissions, brochure downloads, dealer locator use
Campaign performance
Clicks, CTR, CPC
Additionally, brand perception will be assessed through informal brand sentiment and topic analysis before, during and after the campaign, with New Holland exploring the feasibility of a formal brand lift study to quantify the campaign’s impact on perception and positioning in the market.
