Transforming a product-centric power equipment brand into one that connects with consumers both on and off the grass.

HYPING LAWN’S RIDE OR DIE

Cub Cadet doesn’t make machines–they help unlock the possibilities of the outdoor world.

  • Retail
  • Creative Campaign
  • Media

We ditched the stale dad tropes for a 280-foot LED board to tout the speed and precision of Cub Cadet mowers. Without sacrificing wow factor, we showcased the versatility and advanced steering technologies powering the mowers in advance of a critical sales window.

Backed by a full-throttle media plan to boost digital and in-store retail traffic, the effort drove a 359% increase in website traffic that included a 681% increase to a dedicated lawn mower page. Cub Cadet tracked 254,000 "Find My Dealer" conversions over the course of the initiative.

WORK THAT WORKS

Cub Cadet retail partners felt an in-store jolt:

  • Home Depot: 45% increase in mower sales, 61% increase in tractor model sales 
  • Tractor Supply Co.: 61% increase in mower sales, 41% increase in tractor model sales

Ultimas Shoes

The makers of the ultimate all-around mowing experience dropped the ultimate footwear to match.

  • Content Creation
  • Earned Media
  • Packaging
69338 2 Ultima Ultimas Comp r1v1 treatment gray
BF1 A5909 HR rt2 HR web 1x1

  • BF1 A5969 HR rt1 LR
  • BF1 A5928 HR rt2 LR
  • BF1 A5960 HR rt2 LR
1 2 3
/ 3
Launch video
Behind the design

430M

Earned Impressions

2.5M

NTWRK Episode Impressions

163%

Increase in Brand Mentions

Essence de Lawn

Lawn care is self-care. That‘s why this aromatic collection of freshly cut grass scents was created and launched when homeowners miss their yards most: in the middle of winter.

EDL CM WDP Assets 02
  • Shot 03 0876 HR rt2 HR 3840x2560
  • Shot 04 0923 HR rt4 Mist HR 3840x2560
  • Shot 05 0903 HR rt3 HR 3840x2560
  • Shot 06 0782 HR rt2 HR 3840x2560
1 2 3 4
/ 4
Shot 07 0852 HR rt4 HR 3840x2560

37.2M

Impressions

20%

Lift in Brand Mentions

93%+

Social Brand Conversations

5-Star Campaign

We turned lawn tractor fans into powerful brand advocates by leveraging language from actual 5-star reviews.

59327 CC 5 Star Poster Group 01 2048x1152 retina v1
59327 CC 5 Star Banner 2048x1152 retina v1

3X Coffee

When winter calls for clearing 3X the snow, the job needs 3X the caffeine. Not to mention a 3X snow blower.

  • BF1 A0187 HR rt1 HR
  • BF1 A0119 HR rt2 HR small
  • BF1 A0136 HR rt2 HR small
  • BF1 A0157 HR rt2 HR small
1 2 3 4
/ 4
BF1 A0177 HR rt2 HR small

24M+

Earned Impressions

26%

Lift in Brand Awareness

48%

Lift in Social/Online Conversations

Steel Press Release

Telling the world about the thickest cutting deck in commercial mowing with the strongest press release in history.

  • Cub Cadet PROZ Flat ONESHOW
  • Cub Cadet PROZ Profile ONESHOW
1 2
/ 2
Cub Cadet PROZ Crate ONESHOW
Cub Cadet PROZ Close Up ONESHOW
53 TIHMUY050 Pro Z972 SD Env 03

“Cub Cadet certainly set a new standard for traditional, physical press releases.”

— DevriX

14

Pounds

Triple

7-Gauge Steel Plates

Cub Cadet Lawnual Report Portfolio Artboard 02
Cub Cadet Lawnual Report Portfolio Artboard 09
See all work