Caterpillar full-funnel campaign
The plan has to work in the real world.
Situation
Caterpillar needed a full-funnel campaign with clear annual goals across reach, engagement, marketable contacts, and sales.
What I did
I owned campaign strategy and the build end-to-end across display, paid search, social, and CTV: audience strategy, channel mix, execution, and campaign management. I defined the goals and KPIs for a Tableau dashboard built by our team’s analyst.
Tools
- Display
- Paid search
- Paid social
- CTV
- Tableau reporting
Result
$8.6M in attributed sales against a $2M goal—more than 4x target and roughly 4x the prior year’s $2.2M. The campaign delivered 73.61M impressions against a 74M goal, plus 0.98M media clicks against a 117K click goal.
$8.6Mattributed sales · $2M goal
$0.58cost per click · 1.33% CTR
+63%marketable contacts · ~53,000 to over 86,000
Broken lead attribution excluded; campaign, goals, and KPIs were mine, while our analyst built the dashboard.