Contributions: Campaign strategy, content planning, creative development, copywriting

The Story

Mantrac, the authorized Caterpillar equipment dealer in Africa and the former CIS countries, engaged MBLM Dubai to develop interactive product support campaigns focused on dealers and their clients. During my time at MBLM Dubai, I joined a team dedicated to expanding and iterating these ongoing campaigns.

Each year, MBLM created a microsite, progressive and interactive email campaigns, and interactive educational tools for the dealers and their clients. As a writer on the project, I concerted and pitched creative strategy, wrote internal strategy documents, and handled the writing of the campaign copy for a variety of platforms.

The Results

Each year, Mantrac reported a significant uptick in dealer and client engagement and sales as a result of these product support efforts. A case study from the initial version of the project (which preceded the update I worked on) can be found here.