Digger Girl demo drives Hyundai’s brand awareness

Hyundai Construction Equipment is a specialist manufacturer of vehicles for the building industry. Like other construction brands, they hadn’t fully leveraged social media marketing to promote their products. 

So when they were planning the launch of a new excavator, they reached out to Driven Talent for some advice. Alongside consulting with the manufacturer about social media content, we also matched the brand with industry influencer Amy Underwood (a.k.a. Digger Girl). 

Read on to discover how this partnership took Hyundai Equipment’s product promotion to the next level. 

5.5 Million Impressions

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5.5 Million Impressions •

Cool construction content

Scottish social media sensation and real-life heavy vehicle operator Amy Underwood (Digger Girl) has more than half a million followers across Facebook, YouTube, TikTok and Instagram. She has grown this audience by sharing content of her operating skills and work projects.

So when Hyundai Equipment reached out to Driven Talent about promoting their new 22-tonne excavator, the team knew Amy was the ideal influencer. She was given a demonstration machine for a shake-down. This was filmed as part of an impressions-focused social media campaign.

Alongside setting up the partnership between Hyundai and Amy, Driven Talent defined the creative and organised the production in-house. The videos gave an honest review of the excavator’s benefits and features and were shared across Amy’s platforms. 

Over four weeks, the content gained 5.5 million impressions. This didn’t just increase Hyundai’s brand awareness but also led them to offer Amy a 12-month ambassador role.