The Client
CASE Construction Equipment, a CNH company, has been operating in the earthmoving sector for more than 180 years. The brand manufactures and markets a complete range of machines and solutions for its customers, offering support and service worldwide.
Services provided
Goals
BAUMA is the world’s leading trade fair for construction machinery, building material machines, and mining equipment. For a brand like CASE Construction Equipment, taking part in this event is a strategic opportunity that goes far beyond a simple physical presence.
For the 2025 edition, CASE’s goal was to maximize the return on this investment through a digital strategy covering the entire event lifecycle. Together with the AND EMILI team, the following objectives were defined:
- Build anticipation and brand visibility in the pre-show phase.
- Drive visitors to the stand during the event days.
- Convert the generated interest into qualified business leads in the post-show phase.
Solution
To meet this need, we developed and implemented a full-funnel digital strategy, planned across seven key markets. The strategy was structured into three distinct phases, each with specific objectives and channels:
- Phase 1: Teasing
Focused on building anticipation, this phase leveraged a diverse media mix (Google Ads, Meta Ads, and LinkedIn) to reach a broad target audience and capture conscious demand, driving traffic to a dedicated digital hub. - Phase 2: Event
During the days of the trade fair, campaigns were geolocated around the Munich area to maximize visibility among attendees. In addition to social channels, the innovative use of Spotify Ads—with audio spots targeting users near the exhibition grounds—further boosted reach and engagement. - Phase 3: Follow-Up
A crucial stage for conversion, this phase concentrated on generating qualified leads through Google Ads and Meta Ads campaigns aimed at users interested in new products, making strategic use of the audiences built during the earlier phases.
To support the campaigns, a rich organic editorial plan was managed across CASE’s social channels, including dedicated activities for the “CASE Operators Club” Facebook group with premium content and previews to deliver a unique, engaging experience. The AND EMILI team also managed the brand’s corporate event pages and developed tailored landing pages for lead generation.
23600000
Ad impressions generated
25000
Landing page sessions
217
Leads collected
Results
The integrated strategy delivered outstanding results, validating the full-funnel approach.
The campaign generated massive visibility, with over 23 million ad impressions. This visibility translated into strong interest, driving around 25,000 sessions on the dedicated Bauma landing pages—clear proof of the media mix’s effectiveness. Ultimately, the entire strategy culminated in the generation of qualified business contacts, ready to be handled by CASE’s sales network.
In the Client's Words
For years, AND EMILI has been supporting the growth of CASE Construction Equipment's digital channels in Europe. Bauma 2025 was the culmination of our collaboration and an opportunity for the agency to confirm its great strategic vision and planning ability. They helped us develop a consistent and cohesive approach across all channels, thereby maximizing visibility, engagement, and commercial returns. The results were highly satisfactory, with more than positive feedback from both our dealer network and end customers.
L. G. Brand Communications Manager - CASE & Eurocomach Europe
