Digital brand communication for New Holland, Case IH and Steyr

Global control of digital DYI customer magazines

CNH Industrial is a Dutch-British listed industrial group orientated towards stock exchange trading. Its core business comprises the production and sale of capital goods, such as commercial vehicles. With a global workforce of more than 70,000, around 60 factories and around 50 research and development sites. The CNH Industrial Group includes the off-highway commercial vehicle brands New Holland, Case IH and Steyr, which are active on a variety of European markets

Since 2019, these brands have also been distributing their customer magazines digitally, relying on Webmag's technology. More than 20 markets in 9 languages are served by now.

For the changeover, the corporate design of the existing print magazines was converted into modular design elements and expanded for digital use. Since then, all magazines and its single editions can be implemented in Webmag's visual editor. Through initial trainings and workshops, an almost complete DIY process could be established in all markets, which leads to an optimal team utilisation in the different markets and to savings in production. In case of low capacities, the Webmag Team provides support to ensure a smooth workflow.

The master editions are usually produced by CNH Industrial headquarters. The various markets and dealers can then simply publish their magazines in their national languages and add their own content, for example by inserting their own logo and company address or integrating their own articles with national or local promotions. In doing so, CNH Industrial empowers markets and dealers to implement digital measures - without much effort and adapted to the needs of the specific country. At the same time, CNH Industrial ensures that its own brands are optimally presented to end customers at the point of sale throughout Europe. The evaluation of readership data and performance is decentralised and centralised at the same time: markets and retailers evaluate and optimise their own spending, while central marketing maintains an overview of the overall performance in Europe.

Central control of brand presentation

Marcin Dobrzyński - CNH Industrial: „With Webmag, we control the creation and evaluation of all digital customer magazines in the Group - including three different brands, more than 20 markets and dozens of specialist retailers. This benefits all markets because they can implement digital measures and design content marketing according to their own ideas instead of only following central specifications. At the same time, we ensure that this does not blur the brands and that we can adjust if it does not fit. By linking with other tools such as websites and social media channels, the publications become powerful tools in marketing. And as we can evaluate all data fully, we get complete transparency over our entire customer journey.“