Fueling growth with video

Grounded in Excellence, Growing Through Video

Murphy Tractor & Equipment Co., one of John Deere’s largest construction equipment dealers, has been serving customers with a commitment to quality and innovation. Led by Sonia Cox, Director of Marketing, the company has embraced a Video-First marketing strategy to better engage its audience and elevate its brand.

The Challenge

Before partnering with AdPipe, Murphy Tractor faced challenges that hindered their ability to scale and optimize their video marketing efforts:

• Time-Consuming Video Search: The team spent hours sifting through videos, manually noting timestamps, and organizing content in spreadsheets.
• Limited Resources: With a lean marketing team of three, creating custom video assets was a time-intensive process.
• Underutilized Footage: B-roll and raw footage were often shelved, leaving valuable content untapped.

Consistency Challenges: Maintaining branding consistency across multiple channels was a struggle, especially with limited tools for quick customization.

The Solution

AdPipe introduced Murphy Tractor to a Video Automation platform that addressed these pain points and transformed their approach to video marketing:

• AI-Powered Search: Instead of combing through hours of footage, the team now uses AdPipe’s AI tool to search for keywords like “technician” or “excavator,” instantly locating relevant clips.
• Ready-to-Use Video Assets: Prebuilt campaign videos in multiple aspect ratios saved hours of editing, enabling seamless deployment across social media, email, and in-store displays.
• Content Centralization: All video assets, including custom uploads, are stored and organized in one platform, allowing the team to maximize the value of every shoot.

Enhanced Branding Tools: Custom fonts, intros, and outros ensure Murphy Tractor’s messaging is consistent across all touchpoints.

The Results

Since implementing AdPipe, Murphy Tractor has achieved remarkable improvements in efficiency, engagement, and brand consistency:

1. Time Savings:
   • Previously, preparing a single video could take an entire day. With AdPipe, the process is streamlined, allowing the team to focus on strategy and creativity.
   • Example: A week-long task of organizing content for a quarterly strategy was reduced to a few hours.
2. Improved Social Media Metrics:
   • Video-first posts contributed to a 76% increase in shares, a 12% rise in comments, and an 89% growth in video views.
   • Social media followers grew by 19% in a single year, reflecting the impact of consistent, engaging video content.
3. Streamlined Multi-Channel Campaigns:
   • By leveraging AdPipe’s assets, Murphy Tractor expanded video use beyond social media to include email marketing, in-store displays, and even paid TV campaigns.
   • Email open rates improved significantly, climbing from 10-12% to 35%, largely due to the incorporation of dynamic video content.
4. Maximized Content Value:
   • The team began uploading custom footage to AdPipe, allowing them to repurpose raw B-roll into dozens of new assets.
   • “The B-roll is now worth more than the finished product,” said Sonia Cox, highlighting how AdPipe transformed their approach to content creation.

Key Highlight: Building Efficiency with Automation

One of the biggest changes for Murphy Tractor was shifting from a reactive to a proactive video strategy. By centralizing content and utilizing AI tools, the team gained back hours previously spent on tedious tasks. This efficiency enabled them to scale video use, moving from one video post per week to an entirely video-first content calendar.

Future Goals

Murphy Tractor plans to continue evolving its video strategy in 2025 by:

• Producing more custom video assets to complement existing John Deere content.
• Expanding the use of video across all customer touchpoints, including newsletters and website updates.
• Strengthening their brand by leveraging video to connect authentically with local communities.

Conclusion

The partnership between Murphy Tractor and AdPipe has reshaped how the dealership approaches video marketing. By leveraging automation, AI-powered search, and ready-to-use assets, Murphy Tractor has been able to scale its marketing efforts, drive higher engagement, and make video an integral part of its brand strategy.

With a Video-First approach now deeply embedded into their marketing operations, Murphy Tractor is positioned for continued growth and success, using AdPipe to maximize content value and ensure consistency across all customer touchpoints.