This month, John Deere is the brand which has achieved the biggest uplift in its ad awareness in the US.
The machinery giant is celebrating a century of tractors – in 1918, John Deere made its first one, and the company’s name would soon become synonymous with the agricultural equipment.
To mark this 100th anniversary, the brand has produced ads that showcase the evolution of its tractors over the years.
Data from YouGov BrandIndex shows that John Deere has had the largest rise in Ad Awareness this month of all brands tracked. In late March, the brand’s Ad Awareness score – which asks respondents if they’ve seen an ad for the brand in the past two weeks – was at +17. By late April, that score had reached a high of +27.
The brand also seems to be taking steps to broaden its customer base. Another recent ad shows a family with a long to-do list of outdoor chores. When their teenage son isn’t around to complete them, his mum steps up and completes all the chores herself.
Data from YouGov Ratings shows that the brand still has some work to do to achieve cut through with women. While 77% of men have a positive opinion of the brand, only 70% of women do. Some of it may be simple name recognition – 9% of women say they’d never heard of the brand, while only 5% of men say the same.