From the roads that connect us to the structures where we live, work and play, construction workers build it all. But their efforts are often underappreciated. So we partnered with country star Kip Moore to produce a video honoring everything they do. By showcasing real workers doing real work and focusing on our audience as people and not just customers, the video truly resonated with viewers.
The song was heavily promoted through video banners, popups and lightboxes on leading industry websites and also achieved organic growth through social media and country music outlets. The result was a distinctive campaign that reached more than a half-million people, boosted CASE’s Facebook community by more than 7% and quadrupled visits to CASE’s website during the video’s promotion. Plus we got a great tune stuck in a lot of people’s heads.