Caterpillar Construction Social
(Construction, Paving & Agriculture)

The Ask: Build out content for Cat’s social channels that didn’t just push machines, but actually connected with operators, brand fans, and anyone who loves big equipment.
The Idea: Create content that educates, entertains, and reflects the pride of real jobsite work—something worth following, not just scrolling past.
What We Made:

• Social content series across Construction, Paving, and Ag verticals

• Operator stories, tips, and how-to videos

• Short-form reels, stills, and UGC-based posts

• Content calendars built around seasonal and product-focused themes

Why It Worked: We stopped trying to sell and focused on what the audience actually wanted—real content from people who live this stuff every day.

Role: Creative Direction, Strategy, Content Planning, Writing, Social Concepting, Team Leadership