A Long-Term Approach to Growth

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Changing Perceptions

Caterpillar’s Retail Campaign is an ongoing effort to connect with small business owners who rely on compact equipment for their operations. "Hello, Operators" challenged the belief that Cat machines were only for large fleets, repositioning them as the right fit for independent contractors and businesses with 1–3 machines.

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While the Retail Campaign evolves every 1–2 years with a fresh creative approach, "Hello, Operators" used a direct, personal tone to make Cat dealers feel approachable and invested in the success of small businesses.

Distinct Look, Same Goal

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Beyond driving awareness, "Hello, Operators" helped dealers build stronger connections with small business owners. By reinforcing trust and accessibility, this campaign positioned Cat dealers as partners—not just salespeople—giving operators a reason to choose Cat for both their equipment and the long-term support that comes with it.

Proven Impact

Driving Awareness and Revenue: The Full Campaign Picture

Total impressions

149,000,000+

media engagement

750,330+

leads

Attribution (Sales)

2,394

17,839

CONVERSION RATE

13.4%

Sales Revenue Contribution

$131.7 Million

Billboard advertising Cat compact equipment with a skid steer loader. Text reads "Get a load of this, deal finders. 0% for 60 months on Cat compact equipment." Website link displayed as CAT.COM/HELLO. Background of trees and lights illuminating the s

Promotional image for CAT featuring a worker in a safety vest and helmet operating a skid steer loader at sunrise in a forest setting, with text 'Hello, Early Risers,' 'Right Here. Right Now.' and '0% for 60 months on new CAT compact equipment.' It p

Caterpillar advertisement featuring a construction vehicle in action with the text 'Get Ready, Workhorses.' The ad promotes CAT compact equipment with 0% financing offer for 60 months. Trees and a building are in the background.

Advertisement for CAT Compact Equipment featuring two men talking near machinery, one wearing a red safety vest. Text reads: 'Score big on this, Dirt Pros. 0% for 60 months on CAT Compact Equipment. Talk to your CAT dealer.'

Construction workers outside a building with a CAT skid steer, focusing on operators with a promotional text for 0% interest on select CAT equipment from Empire.

Advertisement for CAT compact equipment, featuring two people interacting, one handing a CAT product to the other, with text offering 0% financing for 60 months and prompting viewers to talk to their CAT dealer.

Laptop displaying a webpage for a Cat® dealer featuring an image of construction equipment and the text "Hello and welcome to your local Cat® dealer. Dig this, Operators."

Street scene with traffic on a rainy day and a bus stop advertisement featuring a construction equipment ad for machine buyers offering 0% financing for 60 months on CAT compact equipment.

Retail Campaigns: An Omnichannel Approach

Caterpillar’s Retail Campaign isn’t just a single message—it’s an evolving strategy designed to reach customers wherever they engage, from digital experiences to in-store activations. While "Hello, Operators" focused on approachability and trust, other campaigns have reinforced different key brand values—from exclusive offers and product versatility to worksite solutions and real customer stories. Here’s a look at some past creative from other Retail Campaigns that expanded our reach and engagement.

Advertisement for a Caterpillar construction vehicle with promotional financing offer. Features a yellow excavator against a stylized background. Text highlights benefits of buying from local CAT dealers, including advice and support, with financial

Advertisement for Cat equipment featuring a skid steer loader pouring gravel, with an offer of 0% financing for 24 months, $0 down, and mentioning a Cat Customer Value Agreement (CVA). Includes dealer information and promotional text.

Advertisement featuring a Caterpillar skid steer loader with an auger attachment, text promoting financing offers "Build Your World With These Savings," 0% for 24 months, $0 down, plus $500 USD towards a CAT CVA. Includes dealer contact information a

A yellow CAT skid steer loader digging in dirt with the text "Hard Work Doesn't Quit" overlaid in bold letters.

Bulldozer moving earth with text "Power that puts in the hours" and CAT branding.

Advertisement for Cat construction equipment featuring a yellow tracked loader and text offering financing and protection package details.

Caterpillar equipment advertisement featuring a yellow CAT excavator moving a log with overlay text promoting 0% financing for 60 months and additional savings.

Retail Campaign Lead Generation – Turning Awareness into Action

As part of the larger Retail Campaign, this lead generation initiative turned targeted outreach into real sales impact. What began as a small pilot evolved into a decade-long, data-driven strategy that leveraged predictive analytics and personalized messaging to engage high-value prospects. Over 50,000 consultations and 24,502 machines sold, this campaign consistently exceeded sales targets year over year—proving that the right message, delivered at the right time, can drive real business growth.

Caterpillar promotional brochures featuring yellow construction equipment, including excavators and buckets, with text highlighting features and benefits.

Promotional flyer for Caterpillar equipment with offers for discounts and credits. Features images of excavators, a large bucket, and text about potential savings on equipment purchases. Includes contact information for local Cat dealer, Chris Ignuat

Promotional materials for CAT dealer guide, featuring a construction equipment bucket image and marketing strategies. Includes direct mailer and promotion order details with text and icons.

Promotional material featuring CAT equipment and boots, showcasing construction machinery and work boots with a highlighted offer for CAT boots. Includes text about special offers and prepaid card incentives for machine purchases. Branding includes t

Two promotional flyers for Caterpillar (CAT), featuring machinery offers and prepaid card rewards.

Promotional flyers for Caterpillar construction equipment displaying a backhoe loader working on a dirt site, with "Hit Pay Dirt" and company logos visible. Offers include potential savings on new purchases.

Creative Credits

Ginny Boehm, Shelby Bass, Greg Bauch, Sena Celik, Josh Corn, Jo Eberts, Blake Hall, Gray Kieth, Randy Marx, Ian Myers, Luke Neumann, Brad Pipkins, Brandon Scott, Jenny Seeliger, Margeaux Shore, Darrien Staton, Ryan Stout, Arya Valanejad, Kent Weigle, Kristen Wilson

Creative Production Partners: Jason Lindsey, Myriad, Nick Pflederer, Remedy

This work was part of a larger collaborative effort across strategy, media, social, account, and analytics teams. I deeply appreciate everyone who helped bring these ideas to life.