When starting the Kubota UK social media channels, Kubota wanted to reach its existing customer base, create positive talk online and eventually target potential new customers. Kubota, a construction, groundcare and agricultural manufacturer, had previously taken a traditional approach to marketing and were concerned about negativity online. Therefore we needed to prove the value of social media to the client in a short space of time. The challenge lay in not only creating the right content for the channels but by building a community and ensuring that talk about the brand was positive.
We devised a brand advocate campaign to generate positive testimonials online from existing Kubota customers. The #MyKubota campaign incentivised social media users to upload a photo of their machine on Kubota’s social media channels using the hashtag and a description of why they like using it. The winner would receive an experience voucher and the chance to become a Kubota star by appearing in their very own #MyKubota video. We worked closely with Kubota dealers to encourage them to post about the campaign and the #MyKubota branding was used throughout PR and video collateral.
The initial campaign turned out to be so successful that it is now an annual campaign, having just completed its third year. Overall the campaign has generated 478 photos and positive testimonials online. Gaining momentum year on year. 2017’s campaign alone generated 208 entries with an online reach of over 150,000 impressions. The campaign was not only successful in building the Kubota community and reaching current customers, but by asking users to talk about Kubota online, it expanded beyond Kubota’s existing customer base.