Bobcat India, part of Doosan Bobcat Inc., is a global leader in compact construction equipment. Known for its reliable and versatile skid-steer loaders, compact excavators, and backhoe loaders, Bobcat machines are trusted across construction, landscaping, and agriculture sectors.

Industry

Heavy Machinery & Equipment

Services

Social Media Management
Social Listening
Quarterly Newsletter Design
Landing Page Development
Lead Generation Ads
Branding
Print Ads for Offline Campaigns

Social Media Management
Social Listening
Quarterly Newsletter Design
Landing Page Development
Lead Generation Ads
Branding
Print Ads for Offline Campaigns

Project description

Brand Brief

The #BeatTheTough campaign showcases Bobcat's Backhoe Loader B900 CEV IV, emphasizing its unmatched performance and rugged durability. This initiative highlights the machine’s superior strength and reliability, positioning it as a leader in the market that is tough to outperform, reinforcing Bobcat's reputation for delivering industry-leading, high-performance equipment.

Opportunity

The campaign positions Bobcat to strengthen its leadership in the construction equipment industry, driving brand recognition, attracting new customers, and expanding market share by showcasing the Backhoe Loader’s toughness, reliability, and performance.

Challenges

Strong Competition from Established Player like JCB especially when people in India have started referring to Backhoe Loaders as JCB

Market Saturation with brands like Tata Hitachi, Caterpillar, and Hyundai Construction Equipment have strong distribution networks, customer loyalty, and long-standing relationships with government and private contractors, making it tough for new players to gain market share.

Project Impact

5K+

Dealer Queries Generated

10M+

Impressions

7K+

Machine queries

Process

Market Research and Competitor Analysis

Before initiating the campaign, a comprehensive market analysis was conducted to understand the competitive landscape in the Indian construction equipment sector.

Campaign Ideation

#BeatTheTough campaign was conceptualized with a focus on highlighting the toughness and versatility of Bobcat machines, particularly the B900 CEV IV Backhoe Loader.

Content Strategy and Planning

A content strategy was developed with multiple pillars, including product features, legacy storytelling, testimonials, and humanizing the brand through employee stories. The posts were scheduled to target key industries such as construction, infrastructure, and agriculture, while also focusing on brand values like reliability and durability.

Execution and Multi-Platform Integration

The campaign was rolled out across multiple platforms, including social media, industry events, and dealer networks.

Our Work