THE WORK · CATERPILLAR

ALL THE WORK

The Easy Part — parts.cat.com

2021 parts.cat.com ‘The Easy Part’ campaign

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Caterpillar campaign

THE STORY

DPR&Co was briefed to develop a campaign to increase awareness and communicate the benefits of ordering genuine Cat parts online via parts.cat.com.

Targeting Cat machine owners throughout Australia and New Zealand, the campaign needed to respond to the needs of time-poor owner-operators seeking faster, more convenient parts and product support.

  • AudienceCustomers in the construction industry (owing 1-3 machines).
  • ChannelsPaid search, paid social, direct display and programmatic display.
  • DeliverablesCreative campaign and digital media.

RESULTS

  1. 01CTR 7%+ with a conversion rate to sale of 6% and ROAS of 1,900%
  2. 02Fast forward to 2022 and this campaign has now racked up ROI of 4,762%

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