Digital brand communication for New Holland, Case IH and Steyr

Global management of digital DYI customer magazines

CNH Industrial is a Dutch-British listed industrial group. The core business comprises the production and sale of capital goods, such as commercial vehicles. With more than 70,000 workers worldwide, around 60 factories and around 50 locations for research and development. The CNH Industrial Group includes the off-highway commercial vehicle brands New Holland, Case IH and Steyr, which are active in various European markets.

Since 2019, these brands have also been selling their customer magazines digitally using Webmag technology. More than 20 markets are now served here in 9 languages.

For the changeover, the corporate design of the existing print magazines was converted into modular design components and expanded for digital use. Since then, all magazines and issues can be implemented in Webmag's visual editor. Through initial training and workshops, an almost complete DIY process was established in all markets, which leads to optimal utilization of teams in the various markets and leads to savings in production. In case of bottlenecks, the Webmag team provides support to ensure a smooth process.

Master editions are generally produced by CNH Industrial Headquarters. The various markets and retailers can then easily publish their magazines in their local languages and add their own content, for example insert their own logo and company address or integrate their own articles with national or local promotions and information. In this way, CNH Industrial enables markets and retailers to implement digital measures — without great effort and adapted to the needs of the countries. At the same time, CNH Industrial ensures that its own brands are optimally presented to end customers at the point of sale across Europe. The evaluation of reader data and performances is decentralized and centralized at the same time: Markets and retailers evaluate and optimize their own spending, while central marketing maintains an overview of overall performance in Europe.

Central management of brand presentation

Marcin Dobrzyński from CNH Industrial: “With Webmag, we manage the creation and evaluation of all digital customer magazines in the Group — across three different brands, more than 20 markets and dozens of specialist retailers. All markets benefit from this because they can implement digital measures and design content marketing according to their own ideas instead of just following central guidelines. At the same time, we ensure that this does not dilute the brands and that we can readjust if it doesn't fit somewhere. Through integration with other tools such as websites and social media channels, publications become powerful marketing tools. And because we can fully evaluate all data, we get full transparency across our entire customer journey. ”

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