Taking Bad Boy Beyond Mowers
Cannonball helped Bad Boy grow their national brand awareness and reputation in the zero-turn lawnmower category. When the brand expanded with new product lines like tractors, UTVs and tools, they trusted us to shape the brand’s positioning and presence for now and into the future.
Power.
Performance.
Attitude.
Cannonball created a new master brand architecture, messaging strategy, logo system and style guide.
From our experience, we knew Bad Boy was beloved as the brand that empowers you to “Mow With an Attitude”, recognizing the power “attitude” has with consumers and for the brand. So we broadened the brand’s tag line (and overall storytelling approach) to reflect the Power, Performance and Attitude that Bad Boy and its customers value in products, work and life.
For Your Home & Your Range
Our latest brand-wide campaign brings the master brand positioning to life while supporting individual product lines. The idea introduced a modern take on a classic song – for your home and your range, Bad Boy mowers, tractors, tools and UTVs are built for the life you lead.
Cannonball planned an entire year of creative production in one week – 2 motion crews, 2 stills crews and 1 social crew all teaming up to film 7 spots and deliver a year’s worth of print, social and digital assets.
A New Website Designed for Leads
Cannonball designed Bad Boy’s new website to inspire and educate potential customers on the latest mowers, tractors, UTVs and tools.
But the ultimate objective was leads.
Our UX design prioritized “Find a Dealer” and “Build your Bad Boy” clicks-to-action at every opportunity, while giving users the Bad Boy personality and content they expect throughout the site.
Cannonball strategically plans, manages and optimizes all aspects of Bad Boy’s digital plan. We use sales-based data and insights to design a hyper-targeted social/digital media plan that speaks to consumers emotionally and functionally.
Media plans address the full range of engagement:
– Awareness and consideration: display/social/OTT
– Evaluation: conversion social
– Purchase/conversion: search
A Farm Family Meets the Bad Boy Family
We invited a real farm family to put the Bad Boy family to the test – further proving to customers that they can expect the same Power, Performance and Attitude from Bad Boy tractors, tools and UTVs as they do mowers.
We sent the entire Bad Boy lineup to L&L Farm in Tennessee. Their authentic testimonials drove trust and awareness through video content featured throughout the Bad Boy website and social media.