A Bold Social Strategy Within a Larger Launch

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Rewriting the Playbook

As part of the D3 Series product launch, we developed a breakthrough social media campaign that placed the CTL in historic moments—from the moon landing to Bigfoot sightings—driving viral engagement.

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This campaign wasn’t just bold—it was strategically designed for social-first engagement. By leveraging humor and a unique visual approach, it broke through crowded feeds and outperformed benchmarks, proving that non-traditional storytelling can drive both brand awareness and audience engagement.

Social-First Strategy

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The D3 Series social campaign was just the beginning. This launch proved how bold, unexpected creative can break through crowded social feeds. But great social marketing doesn’t stop at one campaign—it’s about consistent engagement, conversation, and relevance that keeps audiences connected. 

Keeping the Momentum

Cat social media campaign on Instagram from "catconstruction" featuring vintage-style images of construction machines with the Eiffel Tower in the background and a video with Bigfoot in background.
Vintage-style video of a forest area with a person in a costume resembling Bigfoot and a CAT construction vehicle. Instagram post by catconstruction with hashtags about Bigfoot and construction equipment.
A modern construction loader, branded with CAT, is positioned in front of a pyramid in an Egyptian desert setting. The loader is carrying large limestone blocks, with another pyramid in the background. The scene combines ancient and modern constructi
A construction vehicle carrying a large stone statue, resembling an Easter Island moai, with other stone statues visible in the background. The image is an Instagram post by catconstruction, featuring comments and hashtags related to construction inn
Caterpillar ad featuring a skid steer loader on the moon, with Earth in the background and an American flag nearby, promoting innovation and comfort with the text 'One small skid steer innovation. One giant leap in comfort for our customers.'
A construction vehicle in front of Stonehenge at sunset with the text "SOME ORIGINS CAN BE A MYSTERY" and CAT's logo.

“The best campaign I’ve ever seen, as long as I’ve been at Cat. It’s obvious that competitors have taken notice too.”

— SARA HAWKINS
Velocity Manager/Cat

Expanding the Social Playbook

Great social media marketing isn’t just about big campaigns—it’s about showing up every day. From seasonal content and interactive contests to engaging brand storytelling, these posts highlight how we continue to connect with audiences long after a campaign ends.

Person in construction vehicle wearing safety vest, raising hands, with caption "Raise your hands if you entered the world's greatest work trip." CAT logo visible.
A hockey player in a yellow jersey is skating on an ice rink, aiming a puck towards a goal. Beside the goal is a small yellow Caterpillar excavator. The background displays various national flags inside a brightly lit arena. A text overlay reads: 'Ma
Person sitting next to a construction excavator on a dirt site, wearing a hard hat and safety vest, giving a thumbs-up. Sand toys, a beach ball, and a tropical-themed drink are nearby. Text reads: 'Thumbs up to everyone who's entered The World's Grea
Front loader with dirt in bucket against yellow background with text "Let's Get Comfortable." CAT logo in corner.
Man ice fishing next to a Caterpillar excavator on a frozen lake, with a fish below the ice.
Yellow construction vehicle with "CAT" logo and text overlay "Innovation Runs in the Family" on a yellow background.
Four people wearing Hawaiian shirts, straw and construction hats, and reflective vests stand with luggage outside a building. They appear to be on a travel or vacation-themed promotional campaign, with text at the bottom saying "Land a chance to win
Yellow construction vehicle with fork holding a grilled sausage against a bright yellow background.
Three construction workers in safety vests and helmets forming the letters C, A, T with their bodies in front of a CAT excavator. Caption at the bottom reads, "Do we have to spell it out for you? Enter the world's greatest work trip."
Split image of hay bales being moved by a tractor and a hand holding a large hamburger with lettuce and tomato.
A construction worker operating a large yellow bulldozer moving a pile of dirt on a construction site, with a forest in the background. The text reads: 'When push comes to shove, you’ll be glad you entered the world’s greatest work trip.' The CAT log
Children in Halloween costumes approach a house with an excavator decorated for Halloween, covered with a white sheet and holding a pumpkin. Text reads "Dig up a scare."
Construction site with two workers, a large piece of equipment, and text saying "Don't be scared to enter the world's greatest work trip," with the CAT logo.
Construction vehicle seat with lunchbox including apple, brown bag, and thermos

Creative Credits

Ginny Boehm, Sena Celik, Josh Corn, Blake Hall, Gray Kieth, Randy Marx, Ian Myers, Luke Neumann, Brad Pipkins, Jenny Seeliger, Margeaux Shore, Darrien Staton, Ryan Stout, Arya Valanejad, Kent Weigle, Kristen Wilson.

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.