Woodsman Pro harvesting heads are built by Ensign in Rotorua and used by logging crews around the world. The new 566 is a compact head for 25 to 35 tonne machines, made for crews working in smaller wood. Our job was to launch it and get forestry contractors across New Zealand to take a proper look.
Contractors want to see a machine work and hear from people who run one, not read a sales pitch. So we built the launch on field proof. We directed a photo and video shoot of the 566 in the forest, then produced a product video pairing real footage with a clear voiceover on what matters to operators: speed, single-pass delimbing and less time spent on upkeep. A customer story with H&R Harvesting, whose crew already runs a 566, added proof from the bush.
The campaign ran for 6 weeks, utilising paid Meta (Facebook/Instagram) ads, emails to Woodsman Pro's customer and industry database, and organic social. All of it pointed to the 566 product landing page and a new brochure for contractors who like to do their homework first.
The 566 page has become Woodsman Pro's most-viewed product page of all time, with more than 23,600 sessions starting there during the launch. Paid social reached over 224,000 people in New Zealand with a 5.17% click-through rate, double the Woodman Pro's usual benchmark. The product video did most of the heavy lifting, driving 85% of ad traffic. On email, the launch announcement's 33.5% open rate was 51% above Mailchimp's manufacturing benchmark.
