New Holland Agriculture is a global machinery manufacturer, known for its innovation and market-leading capabilities. A CNH Industrial brand, New Holland is recognisable across the world and is relied upon by agricultural industry for technology-led, dependable, and productive machinery ranges for a wide range of farming needs and applications.
With several key competitors in the Australian market striving for market share, New Holland recognised the importance of increasing its share of voice and recognition within the market.
Elevate developed a targeted 12-month media strategy to intensify media coverage and shift the dial on share of voice within the market. By focusing on frequent yet diverse media campaigns at both a local and national media scale, Elevate implemented an ‘always-on’ media approach that bolstered the brand’s reputation significantly.
Part of the media strategy was to develop campaigns around three key pillars—dealerships, people, and products. This approach allowed us to continuously tell newsworthy stories that supported business key messages and priorities. By providing industry insights, quality media talent, and engaging newsworthy content, we were able to build relationships with media on behalf of New Holland that have continued to yield high-quality media coverage.
Another key part of this media strategy was leveraging milestones and seasonal trends—ensuring our media plan targeted publications at the right time, for the right season. Integral to this was dealership outreach—Elevate developed relationships with the dealership network to ensure we were leveraging great stories at the heart of communities.
Elevate identified an opportunity to improve New Holland’s existing active online community through a social media marketing plan which involved heightened engagement with customers through two-way communication and encouragement of more user-generated content.
Elevate’s strategic approach for New Holland comprised of:
• 12-month media relations plan
• Social media marketing strategy leveraging New Holland’s substantial media following and engaged market
• Ambassadors to complement PR and marketing activity
• Comprehensive issues management plan
“Since New Holland Agriculture partnered with Elevate in 2021, we have seen significant success in our communication and marketing activity.
Not only do we have consistent and controlled messaging for our brand in the media, but also have seen an increase in collaboration with our people.
Through our partnership with Elevate, we are building a stronger voice for our dealership network and customers, and helping them tell their stories.
On top of the great results achieved, the Elevate team is a delight to work with—we appreciate their proactiveness and expertise when it comes to all things communication.
To the Elevate team: thank you for being our trusted marketing communication partner and please keep doing what you are doing!”
– Bruce Healy – General Manager New Holland Agriculture and New Holland Construction at CNH Industrial ANZ