Broadcast, Content Creation, Community-based Marketing
About Cub Cadet
Cub Cadet designs and engineers some of the finest lawn tractors in the country, including the XT Enduro Series, which when introduced in 2015 was the company’s most successful product launch in its 60-year history. When it came time to refresh the campaign in 2020, we decided to bring forward the product’s biggest strength that has only continued to grow: positive customer reviews. We tapped into a gold mine of nearly 8,000 effusive 5-star reviews to highlight and share the strength of the tractors better than anyone could hope for. A national ad campaign reflected the enthusiasm and authenticity of these passionate fans while also surprising and delighting new ones.
After sifting through the plethora of Cub Cadet reviews, we landed on five that not only spoke to the XT Enduro Series’ detailed product attributes and features in uncomplicated and transparent words, but also let the unique, passionate voice of the brand community take center stage. All spots were crafted to be 15 seconds to optimize media opportunities and translate digitally.
On Cub Cadet’s social media channels, we developed quick, playful videos highlighting specific lawn tractor features using owners’ authentic and clever words.
For Cub Cadet’s dealer network, we created a bold poster family that emphasized confident quotes straight from XT Enduro Series owners.