Machinery Brands
Breif
The objective was to assist PFG dealers across Australia by providing consistent, relevant, and effective organic social media content for their Facebook and Instagram channels. This strategy aimed to:
Keep social media pages active and engaging
Build trust and visibility with local audiences
Support ongoing dealer activity with timely product awareness
Align social media content with seasonal marketing cycles and sales efforts
From a broader marketing content strategy perspective, this initiative focused on delivering content that was:
Customer-focused (tailored to who is most likely to purchase specific machinery)
Regionally relevant (based on local climate and seasonal timing)
Brand-aligned (reinforcing the values and strengths of each PFG brand)
Purpose-driven (organic reach, engagement, and brand recall over hard selling)
The Challenge
Agricultural marketing requires a deep understanding of seasonality, buyer behavior, and market segmentation. The main challenges included:
Identifying which product was most relevant for each time of year and region
Understanding who the buyer is (lifestyle farmers, contractors, large-scale operators, etc.)
Determining where each product fits in the market
Planning out Q1 content with seasonal promotions, specific model features, and timing of campaigns
Ensuring the marketing materials remained consistent across brands while still being localised for each dealer
The Process
I started by conducting in-depth research in collaboration with the Sales Team and Area Managers to:
Pinpoint the top product focus per region and brand
Identify key competitor activity
Understand dealer feedback and regional customer pain points
From there, I developed a detailed content planning spreadsheet, broken down by:
Brand and product model
Campaign type (organic vs. paid)
Platform (FB, IG, eDM)
Timing and key dates
Budget allocation for Q1
The Result
One of the most impressive outcomes was observed through Google Analytics, particularly for the Vicon Spreader campaign. This campaign benefited from:
- Strong seasonal timing
- Competitive promotional pricing
- Backing by aligned sales messaging and social visibility
Results showed a notable increase in website traffic, user engagement, and dealer interest. However, due to a lack of complete event tracking, the full conversion data on leads and sales could not be quantified—highlighting an opportunity for future campaigns to integrate deeper analytics from the outset.
Deliverables
- Reel videos showcasing key features and seasonal relevance
Organic content (posts, graphics, carousels, and behind-the-scenes footage)
Paid social ad creative aligned with dealer promotions
Email marketing (eDM) templates and assets targeting existing customer databases
