SCHÄFFER MASCHINENBAU/CONSTRUCTION MACHINERY · 2025
Putting three Schäffer machines in front of the right audience around bauma.
A ten-week campaign for the Schäffer 14e, 2430 and 8620 combined product content, retargeting and regional distribution — nationwide ahead of bauma and additionally across the Munich area during the trade show.
Schäffer 14e · Schäffer 2430 · Schäffer 8620
- Period
- 10 weeks before and during bauma 2025
- Models
- Schäffer 14e, Schäffer 2430 and Schäffer 8620
- Channel
- Meta ads
- Targeting
- Nationwide and Greater Munich
The brief
Schäffer is well established in the agricultural sector. Around bauma, the objective was to increase the visibility of its construction machinery range among relevant audiences.
The campaign focused on the Schäffer 14e, 2430 and 8620 — three wheel loaders from different size classes. Ahead of the trade show, content was distributed nationwide to build product interest. During bauma, retargeting and additional regional distribution across the Munich area were added.
What on:LAND delivered
- Campaign and content concept
- Product videos and ad creative
- Nationwide Meta ads delivery
- Retargeting of engaged users
- Geo-targeting across Greater Munich
- Campaign optimisation and reporting
Campaign structure
01
Build product interest ahead of the trade show
Product videos for the Schäffer 14e, 2430 and 8620 presented the different size classes and applications in a compact format. Additional ad creatives were distributed nationwide to relevant audiences.
02
Reconnect with interested users
Users who had already interacted with Schäffer content or watched at least 25 percent of a product video were reached again through retargeting. Short videos then connected that existing interest with a specific invitation to visit Schäffer at bauma.
03
Activate audiences around the trade show
During bauma, the campaign was additionally focused on the Munich area. Product videos, trade show invitations and ad creatives were therefore distributed within the relevant geographical area around the event.
Formats for product presentation, trade show invitations and paid social.
The campaign in numbers
- 1.0M+
- people reached via Meta ads
- 2.94M
- impressions
- 3
- machine models in focus
The ten-week Meta campaign reached more than one million people and delivered 2.94 million impressions. It focused on three Schäffer machines across different size classes.
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Planning a product campaign around a trade show?
We combine product content, retargeting and regional targeting into a campaign that reaches relevant audiences before and during the event.