Content Creation, Social, Branded Entertainment, Media
For more than 60 years, Cub Cadet has been a leader in outdoor power equipment innovation. So naturally the brand was one of the first to bring electric power to the riding lawn mower category. But where others dwell on what the technology does, Cub Cadet has always been more focused on what the technology does for you.
Powering Possible, a content series we created in partnership with Vox, tells three stories of people who use Cub Cadet electric equipment to unlock possible in their outdoor spaces — and in doing so, create opportunities to bring their families closer together by bringing them closer to nature.
This branded content series supported a larger integrated advertising effort to reinforce Cub Cadet’s commitment to unlocking possibilities for homeowners.
In-depth research of the brand’s core consumers provided a number of publisher partner options for such an activation. Not only was Vox a strong fit based on that research, but their history of quality co-production capabilities gave them a leg up on the competition.
Ultimately, Colle McVoy’s “build it, don’t buy it” creative and media approach combined with Vox’s co-production and media delivery capabilities came together in a high-quality, compelling and inspirational content series.