Create a community of owners linked to the land.
While most insights come from research, data, and analytics, the most powerful insights tend to come from emotion, beliefs, and values. With more and more competitors entering the category, emotion had been stripped out of conversation and replaced with product features, price points, and promos. However, our audience’s behaviors and attitudes indicated there was more to their purchase decision than just the price tag alone: the desire for connection to like-minded individuals. Their alignment with brands that understand their needs and values. Their love of the land. An appreciation for quality and craftsmanship. Their stories and the love they have for the John Deere brand created a foundation for a movement: an invitation for others to be a part of a proud community of those linked to the land, and to find out why “Nothing Runs Like A Deere.”