BALDWIN&

Kioti

We Dig Dirt
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Dirt, one of the most powerful substances on Earth

We hold dirt in the highest regard. We respect it in all its forms. We‘re honored to find it under our fingernails, and to shake the hands of those who have it under theirs.

Showing perfectly groomed models driving squeaky clean machines just didn‘t make any sense. The best way to show our audience that KIOTI “gets it“ was to express our love for that “brown gold“ that all the others wipe off before the cameras start rolling.

 
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We even created our own font made of dirt for this campaign.

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THE RESULTS

Sales growth 2x higher than category

0-100hp tractor sales were up 12% vs. 6% category growth

Increased social impressions by 51% and engagement by 75%

Based on a focused media strategy, increased traffic to Kioti.com by more than 60%

SEM “Find a Dealer” conversions increased 176% while cost per conversion decreased 50% when compared to 2017

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