Strong
The Kawasaki Mule has been a trusted brand name for decades, but it was long overdue for a bold reinvention. For this rebrand, we went beyond surface-level updates, digging deep to uncover the spirit of the Mule and the hardworking individuals who rely on it every day. By spotlighting the grit, determination, and character of its users, we crafted a campaign that didn’t just refresh the brand, it reconnected it to its roots. The result was a powerful, heartfelt message that resonated with working men and women everywhere, reminding them why Mule has always been more than just a machine, it’s a partner in getting the job done.
My Role:
Campaign Development | Creative Direction | Video / Photo Direction | Social Strategy
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REBRAND RESULTS
ORGANIC SEARCH INCREASED
165%
GOOGLE IMPRESSIONS
1.2M
SOCIAL ENGAGEMENTS
2.6M
PAID SOCIAL CLICKS
2.1M
SOCIAL VIEWS
2.8M
WEB TRAFFIC INCREASED
185%
VIDEO
Our goal for the long-form video was to convey raw emotion and genuine relatability. To ensure complete authenticity, we featured the ranch owner, one of our own talent, as the voiceover. Every person on screen was a real ranch hand, not an actor. We collaborated closely with them to shape each scene, making sure every detail rang true. The result: a story rooted in real experiences, crafted to deeply connect with our core audience.
BRAND AMBASSADOR INTEGRATION
We brought on Steve Austin as the new Mule Brand Ambassador, a choice that may have seemed unexpected at first glance. Best known as a legendary pro wrestler, Steve now spends his days on his private ranch, working the land and tending to his livestock. It was this authentic lifestyle, combined with his no-nonsense attitude and undeniable charisma, that made him the perfect fit to champion the Mule brand. He was the face of all our tech walk-around videos and collaborated on cross-posting campaigns for social media.
PHOTOGRAPHY
Our goal was to capture photos that resonate on an emotional level, capturing authentic, unscripted moments from a real workday. The shoot embraced a lifestyle-driven approach, where the Mule wasn’t the focal point, but a seamless part of the action, woven naturally into the environment as a trusted tool helping real people get the job done.
PRODUCTION
We filmed this campaign across two working ranches in Northern California, with a clear mission: to showcase the Mule in its natural habitat, alongside real people, doing real work. Authentic storytelling was non-negotiable. The conditions were brutal, with rain soaking the better part of two out of the three shoot days. Gear took a beating, and morale was pushed to the limit. But by the end, we wrapped on a high note, weather-worn, exhausted, and proud. What we captured wasn’t just content; it was the real grit and spirit behind the story.
DIGITAL
As part of the rebrand, we launched a completely redesigned landing page for Mule, a unified destination crafted to funnel traffic from social media, email campaigns, and Google ads, maximizing the impact of our paid media efforts. This hub served as both an educational resource and a source of inspiration for prospective Mule customers. Once there, users could explore the Mule’s capabilities, immerse themselves in its story, and seamlessly connect with a dealership to take the next step in the funnel.
SOCIAL MEDIA
Social media played a pivotal role in the success of the Mule rebrand. In addition to sharing a steady stream of organic content, we strategically leveraged Steve Austin across our own channels and through cross-posting to tap into his massive, highly engaged following. His authenticity and larger-than-life persona made him the ideal face for the Mule brand, amplifying our reach, driving engagement, and building instant credibility with our target audience.
