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CNH
Global social media strategy, storytelling and creative content designed to build awareness of the CNH masterbrand.
CNH is a global equipment and technology company whose agricultural brands include New Holland and Case IH. The CNH Heroes campaign was created to raise awareness of the parent brand by showing how its people, products and technologies contribute across innovation, sustainability and productivity. We developed the campaign concept and a year-long programme of social content designed to give CNH a stronger, more consistent presence across its channels.
Why did CNH, a large global parent company, need a social media campaign?
CNH is home to globally recognised brands including New Holland and Case IH, but awareness and understanding of CNH itself was much lower. The business wanted to build recognition of the Group and communicate its values and reach beyond the brands it owns. With limited internal capacity, CNH needed help to create a long-term social media campaign that could consistently communicate its purpose to global audiences, while working across different markets, channels and audience groups.
What was the strategy and rationale behind creating the CNH Heroes campaign?
Working closely with CNH’s Head of Global Digital Communications, we created CNH Heroes: a year-long social media campaign built around the idea that CNH’s brands, products, projects and people are positively impacting our changing world. We developed the campaign strategy, audience framework, message map and storytelling structure, connecting every story back to CNH’s three core pillars of innovation, sustainability and productivity. We planned and created more than forty pieces of static, carousel and video content for use across CNH’s social channels, with campaign assets designed to work across LinkedIn, Facebook, Instagram and X, alongside video content hosted on YouTube. Each post combined product research, latest tagging trends, copywriting and creative design within a consistent campaign framework, while remaining flexible enough to respond to changing content needs. We also created templates and guidance so CNH teams could develop additional campaign content themselves.
What did our strategic and creative approach provide to CNH?
The campaign gave CNH a consistent, repeatable way to tell the wider Group story through the brands and subjects its audiences already recognised. It supported a sustained global programme of weekly content while giving the internal communications team the flexibility to adapt and extend the campaign over time.