India's John Deere brand has created its own YouTube channel to educate customers and potential buyers about its agricultural equipment. The channel focuses on Hindi-speaking states in North India and includes instructional videos and playlists translated into various Indian languages. It has been successful due to its consistent publishing schedule, smooth product integration into videos, and focus on addressing user queries. As a result, the channel has grown to over 1.82 million subscribers who act as brand ambassadors and help drive new customer acquisitions organically. This owned media strategy allows John Deere to build loyalty among farmers who are more likely to purchase its products over competitors.

1. WHY INDIA HAS
BUILT
THEIR OWN BRAND CHANNEL?
AGRI EQUIPMENTS MANUFACTURER

2. Brand channel
homepage.

3. Well-thought-out
playlists.

4. Playlists contd..

5. A screenshot from a video.
‣ They’ve created a separate playlist called ‘Tractor and Tarun’,
which has a series of videos under it.

6. Their channel was
started some 2.5
years back.

7. BUT WHAT THEY’VE ACHIEVED
IS A GREAT FEAT.

8. LET ME TELL YOU WHY:
‣Every single video they've created is a part of their strategy and
addresses their users.
‣They’re consistent in publishing the videos.
‣Very smooth and reasonable integration of their product in their
videos.

9. The videos are translated into
di
ff
erent Indian languages,
and they’ve created a
separate playlist for each
language.

10. EXCELLENT JOB

11. ‣ They've got 1.82 L brand ambassadors who will talk about them
when there's a conversation on agricultural, construction, or forestry
equipment. That's the power of educating your audience.
‣ All their subscribers are either their current customers or potential
customers.
‣ With every new view to their videos, a customer acquisition is
under progress.
WHY THEY DID IT?

12. CONTD..
‣ Their subscriber count isn't that impressive, but they are just getting
started.
‣ Their focus is on North Indian and Hindi speaking states, but they’ve
translated their works into other languages as well, reaching out to pan
India.
‣ These 1.82 L subscribers will keep on growing and they will come back
to get their queries addressed, hence the loyalty gets built.
‣ The farmers who get bene
fi
tted from their channel will be inclined to
buy John Deere than any other brand.

13. Owned Media
Earned Media
Paid Media
Successful companies
understand the power of
owned media and
invest in it.

14. THIS IS EXACTLY
WHAT WE DO.

15. Video Marketing Company
www.studionavans.com
A Case Study by
Ideas + Production + Channel Mgmt