John Deere’s digital strategy, spearheaded by Chief Tractor Officer Rex Curtiss, reached a milestone with over 100 million views, 7 million likes, and nearly 700,000 followers in its first year. The initiative directly addresses research showing low brand affinity among Gen Z and millennials.

Curtiss, appointed in June 2024 following a nationwide search that attracted hundreds of applicants from 40 states, leads the agricultural machinery giant’s content creation efforts across social platforms, particularly TikTok. He is a content creator and musician who recently graduated from the University of Washington with a degree in environmental sciences.

“The channel has over 100M views, 7M likes, and grown to nearly 700K followers—proof that storytelling with purpose can truly take off,” Curtiss states in his recent LinkedIn post reflecting on his first year in the position.

The content strategy focuses on showcasing the technological sophistication of modern farming while highlighting the human stories behind the agricultural industry.

“Deere’s TikTok shows just how close we all really are to the industries Deere supports—revealing the grit, science, and skill of the extraordinary people who keep our country moving,” Curtiss notes.

Jen Hartmann, Global Director of Strategic PR and Enterprise Social Media for John Deere, has previously emphasized that the initiative aims to “create engaging and relatable content that first and foremost celebrates our customers and all they do to impact each of our lives.”

The campaign’s success has earned recognition at the 17th Annual Shorty Awards, where it received a Silver Honor in Brand Awareness Campaign and was named a finalist in the TikTok Partnership category.

Multiple Digital Approaches

John Deere’s digital strategy extends beyond Curtiss’s appointment. The company also collaborates with established content creators, such as David Cogen (TheUnlockr), who is documenting a full crop cycle on a 20-acre plot near Des Moines, Iowa.

Franklin Peitz, John Deere’s Tech & Innovation Manager, explains the objective: “We’ve gone through this tech journey to try to adapt ourselves from a traditional legacy manufacturing company to a tech company.”