Who doesn’t love a seamless brand collaboration that doesn’t feel like a hard sell? Well, Caterpillar hit the jackpot when they teamed up with country artist, Riley Green. What began as Riley simply asking about new equipment for his farm at a local Cat dealership quickly evolved into a powerful partnership that brought his fans closer to the world of Cat construction.

So, how did we make this collaboration feel authentic to Riley’s audience? By connecting with them across multiple platforms. On social media, we leaned into Riley’s down-to-earth, homegrown vibe, showing fans what he’s up to when he’s not on stage—working with his machinery. But we didn’t stop there. We took the partnership to the next level by meeting Riley’s fans where they’re most engaged: at his Ain’t My Last Rodeo tour. At each stop, we had agency reps on-site to make sure everything was running smoothly and that Riley was loving the partnership.

From tossing signed Caterpillar hats to fans at every show, to outfitting Riley and his crew in Cat apparel, the integration was everywhere. We even created exclusive backstage experiences for key stakeholders at every show. By blending Cat’s iconic brand with Riley’s personal one, we created a collaboration that felt like the perfect, natural fit.