Caterpillar’s DGB technology was changing the way mining operations approached fuel efficiency, but the story needed to be told through the eyes of the people using it. I helped bring that story to life by leading a creative campaign that blended authentic on-site interviews, dynamic visuals, and clear marketing collateral. The result was a body of work that not only showcased the technical benefits of DGB but also highlighted the human impact—operators saving money, extending resources, and keeping production moving.
Situation
Caterpillar wanted to showcase how its Diesel Gas Blend (DGB) technology helps customers in the mining industry reduce costs and improve efficiency, while maintaining power and reliability. The goal was to build awareness of the benefits through authentic storytelling and a variety of marketing channels.
Task
My role was to develop and execute a cohesive creative campaign that would clearly communicate the value of DGB. This required producing compelling content for both digital and print use, while capturing the voices of real operators and aligning everything with Caterpillar’s brand standards.
Action
I collaborated with marketing, product, and video teams to plan and deliver a multi-channel initiative. This included coordinating an on-location video and photo shoot, conducting interviews with miners who used DGB, and directing the production of marketing materials. I also created a digital/print informational piece, splash pages, and supporting collateral that tied together consistent visuals and messaging.
Result
The campaign effectively demonstrated the real-world impact of DGB technology, giving Caterpillar authentic stories and assets to use across platforms. The content elevated customer trust, strengthened Caterpillar’s reputation for innovation, and provided sales teams with persuasive tools to engage prospects.
