expanding Local Impact
Cummins Home Power came to CVR seeking effective strategies to enhance brand visibility, drive consumer engagement, and support local dealers. CVR proposed that Cummins launch regional marketing campaigns in strategically targeted geographic market areas. With a limited campaign budget, CVR focused the sponsorships on local weather and news programming in six target markets: Houston (TX), Wilmington (NC), Indianapolis (IN), Cleveland (OH), Grand Rapids (MI) and Ottawa (ON).
Multi-Channel Sponsorship Approach
The weather sponsorship campaign launch was intentionally staggered over seven months, to give homeowners in each market time to prepare ahead of regional severe weather threats. This campaign leveraged a multi-channel approach including digital advertising, streaming, traditional broadcast news, and lifestyle partnerships to showcase the reliability and necessity of Cummins Home Power solutions. By tailoring our messaging, creative and outreach efforts to resonate with regional audiences, CVR positioned Cummins as a go-to company for homeowners when they need a backup power source, ultimately driving growth and increasing leads for dealers within each market.
Increase Your Brand Awareness
Driving Leads & Millions of Impressions
The Cummins Weather Sponsorship campaign proved to be a highly effective strategy, generating over 24,247,966 impressions, 22,054 digital clicks, and 222 leads to Cummins dealers across all six markets. With 168 lead conversions, the campaign successfully drove engagement and reinforced Cummins’ position as a trusted industry leader. Beyond measurable results, the campaign also strengthened relationships between Cummins and its dealers, fostering deeper connections and enhancing brand loyalty.
Related Projects and Case Studies
