Unifying Content for Cat Parts and Components
Creative Director, Van Burnett, has been involved in many exciting projects along his career path at Simantel, but the one that makes him most proud is developing an aligned messaging framework to unify content for multiple Caterpillar aftermarket product groups. It all started when the Cat Filters and Cat Fluids (Oils & Greases) teams were looking for consistent positioning with a similar look and feel to bring the two together under one umbrella.
In this episode, Van explains how we leaned into the ask to create more than just a campaign. The work gave Cat parts and component groups an organized framework to build a playbook of evergreen content that would last for years instead of mere months. To get the project rolling, a qualitative audit of existing content was completed. That helped identify similarities that could be grouped into messaging pillars. Then came the fun of concepting. Van shares what that process was like and how Take a Closer Look came to life.
After four years, the aligned messaging framework has impacted nine Caterpillar aftermarket product groups across multiple industries. And it’s continuing to grow. As it spreads throughout Caterpillar more and more groups are looking to take advantage of the concept to create a more connected experience for their customers.
Tune in to hear about that and more, like what Van’s up to now and his vision for keeping creative at the forefront as Simantel digs deeper into CX/UX and tips to success for new Simantelites.
“Customers would think of Cat and think of equipment, but they’re not necessarily thinking that their filters are as unique as their excavators are and that was kind of a core part of take a closer look…”
Van Burnett