JCB, a global leader in construction and engineering machinery, needed to develop a qualified lead generation strategy for its distributors across Latin America. The goal was to connect with potential heavy-equipment buyers in high-value markets such as Bolivia, Mexico, and Peru, while optimizing media investment and ensuring commercial follow-up through distributor networks. We designed bi-monthly media campaigns tailored to each territory’s priorities, crafting concepts focused on key product benefits: financing options, free technical services, discounts, and special incentives.
Campaigns ran on Facebook and Instagram using advanced segmentation based on industry-relevant interests, behavioral data, and custom audiences (remarketing and lookalikes). All generated leads were automatically routed into Salesforce, enabling real-time commercial assignment and tracking by each distributor. This performance-oriented strategy blended targeted media, conversion-focused creative, and ongoing optimization of acquisition cost, all while considering the high average transaction value of machinery (approx. USD 98,000 per unit).
The campaign delivered 878 qualified leads at an average cost per lead of USD 7.96 in key LATAM markets with high purchase intent. Continuous refinement of audience segments, creatives, and targeting improved return on ad spend (ROAS), while seamless Salesforce integration ensured lead traceability and direct handoff to local distributors. Supportive newsletters and digital banners further reinforced engagement throughout the funnel.
Assets used for the campaign
