Florida Coast’s campaigns were getting stale and their audience was letting us know with their lack of engagement. So it was time to inject some fun just in time for Orange Days.

We dug into the data we had: demographics, psychographics, and identity of our consumers through their digital journeys and feedback from the sales team.

We put together a persona with the info we had: male 45 – 55 in central to south Florida, married and relies heavily on shopping decisions as a couple, older kids, sports fans, really appreciates humor in the brands they follow to establish trust and camaraderie, price conscience on financing long term, first-time buyer and not loyal to any one brand, scrolls past obvious ads, motivated by what’s trending in their community.

We chose to work with the client’s own employees to establish authenticity and a mockumentary vibe to the video to bring in Office-style nostalgia.

We wanted to establish Kubota as a brand everyone in your community is ‘obsessed with’ and with ‘you’re not alone’ that you get to join that community with your Kubota purchase. We established a quiet urgency with a ‘right now’ deal with Orange Days.

43% increase in link clicks. 39% increase in engagement. 7% increase in leads.