These vehicles—dubbed RANGER Collections—were created by the brand ambassadors themselves; as they chose the accessories they would want on each machine to make them best suited to their areas of expertise:
We knew the best way to highlight these vehicles and pay off the Driven to Do More brand mantra was to focus on the ambassador’s themselves—shifting the approach from product-focused stories to people-focused ones. By telling each ambassador’s story first, we could more organically demonstrate how RANGER supports and enhances their everyday activities.
The result was four unique content pieces that reinforce RANGER’s brand values of hard work and dedication. Each RANGER Collection story brings a different facet of the Driven To Do More brand mantra to life, showing the many virtues of the product through the lens of the ambassador and highlights that authenticity is key. So we captured people’s actual reactions as they interacted with the exhibits.ghting the benefits instead of just extolling features.
The campaign achieved impressive reach, with the Mark Bowe piece racking up the most views Polaris has ever had on their Facebook channel. Beyond reach, the campaign also successfully reinforced the RANGER ethos in an inspirational way.
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