Case Study: LiuGong grows market share in Mexico with Nelson Schmidt, Inc.'s integrated brand campaign

LiuGong lifts website users 144% YoY with Nelson Schmidt, Inc.

LiuGong, a construction equipment manufacturer, faced the challenge of extremely low brand recognition in Mexico despite having a strong dealer network there. Their target audience was unaware of the company's significant role in major local construction projects. Nelson Schmidt, Inc. was engaged to revitalize the brand in this vital market.

Nelson Schmidt, Inc. developed a campaign that shifted focus from the machines themselves to the impressive structures they helped build, showcasing how LiuGong is contributing to Mexico's growth. This strategy was executed through visually arresting creative and a wide range of tactics, including traditional ads, sponsored emails, and outreach on WhatsApp. The campaign successfully drove sales and engagement, moving LiuGong up to the second highest market share in excavators and wheel loaders and resulting in a 144% year-over-year increase in website users.

LiuGong