01 — Project details
Caterpillar, enlisted Rawnet to launch a range of rugged smartphones across the U.S. and Europe, targeting niche audiences who primarily work outdoors. I led the launch strategy and marketing plan. To ensure maximum impact, we conducted in-depth market research to define key verticals—including construction, fishing, engineering, and outdoor industries—guiding the development of all creative assets.
02 — Creative process
Nashville, Tennessee was the desired location, perfect for our vertical groups and the production team. We produced multiple video edits tailored to different stages of the customer journey, balancing brand awareness, engagement, and lead generation. Additionally, customer reference videos highlighted real users demonstrating the smartphones' durability and impact on their work.
03 — Results
We developed the campaign’s "Built For It" messaging to reinforce the connection between the product and its users, ensuring seamless integration across POS, editorial, web, social, TV, and new media. To maximize reach, I also led a targeted paid media strategy on social platforms, ensuring our content engaged the right professionals in the right places, ultimately driving awareness and adoption.
"Built for It" is a high-impact brand film showcasing the rugged durability of Caterpillar’s smartphones in real-world conditions. Set against the backdrop of tough, outdoor environments, the video highlights how these devices are designed to withstand extreme elements—perfect for professionals in construction, engineering, and the great outdoors.