Yanmar
Industry
Agricultural machinery, Commercial equipment, Automotive
Category
Brand management, creative direction, producing, coordination, commercials, digital advertising, social media content, photography, graphic design
Brief
Yanmar is a recognized global leader in the design and manufacturing of advanced performance diesel engines and diesel-powered equipment.
A Job Well Done is Just the Beginning
Synopsis: 30-second commercial for OTT/CTV.
Role: Brand Team Lead, Assistant Producer, Assistant Editor
Tools: BMPCC 6K Pro, Premiere Pro CC, After Effects CC
The Challenge
As a Japan-based company, Yanmar has had to overcome low brand awareness and affinity in the United States. They have been looking to gain a stronger foothold in America in order to drive more leads to their dealers, with the end goal of increasing tractor sales.
Updated Full Line of Compact Equipment
Synopsis: 30-second commercial for OTT/CTV.
Role: Brand Team Lead, Assistant Producer, Editor
Tools: RED DSMC2 with HELIUM 8K, Premiere Pro CC, After Effects CC
The New TL100VS Heavy-Duty Compact Track Loader
Synopsis: Digital video ad for OTT.
Role: Brand Team Lead, Assistant Producer, Editor
Tools: RED DSMC2 with HELIUM 8K, Premiere Pro CC, After Effects CC
Content Strategy
Yanmar does not share the same brand recognition as key competitors in their industry, so our content strategy focused on highlighting Yanmar’s unique differentiators. We also took a much more intentional approach to our seasonal targeting, positioning Yanmar as a brand you can trust and turn to for expert advice on relevant tractor uses and topics.
Paid Social Strategy
Yanmar had not previously advertised much on Facebook and Instagram, so the first step in our paid social media strategy was to launch an awareness campaign in their market to gain brand recognition. Soon after, we started driving traffic to their website to build a retargeting pool and focus on users who had interacted with our ads. After a couple months of active brand awareness and traffic campaigns, we were able to launch a lead generation campaign.
Below are examples of social media and email ads we coordinated photography and assisted with art direction.
The Results
62%
30%
17%
increase in franchise leads
increase in branded search volume
increase in quote requests
Here are a few extra video projects we worked on for various marketing and communications needs.
What Are You Building?
Synopsis: Brand video used for high-level marketing use across various channels.
Role: Brand Team Lead, Assistant Producer, Co-Editor
Tools: Premiere Pro CC, After Effects CC
Our Compact Equipment
Synopsis: Short story video ad featuring a Yanmar product.
Role: Brand Team Lead, Co-Producer, Assistant Editor
Tools: Sony FX3, Premiere Pro CC, After Effects CC
Mini Excavator Helps Water Utility Operations Flow Smoothly
Synopsis: Short story video ad featuring a Yanmar product.
Role: Brand Team Lead, Co-Producer, Assistant Editor
Tools: Sony FX3, Premiere Pro CC, After Effects CC
We Set the Standard for Durability for a Texas Utility Contractor
Synopsis: Short story video ad featuring a Yanmar product.
Role: Brand Team Lead, Co-Producer, Assistant Editor
Tools: Sony FX3, Premiere Pro CC, After Effects CC
Mini Excavator ViO17-1
Synopsis: Promotional video for one of the mini excavator products.
Role: Brand Team Lead, Assistant Editor
Tools: Premiere Pro CC, After Effects CC
Something Big is Coming
Synopsis: Paid video ad for construction industry trade show event.
Role: Brand Team Lead, Assistant Producer, Editor
Tools: BMPCC 6K Pro, Premiere Pro CC, After Effects CC