Editor, YouGov US

The machinery giant celebrates a century of tractors

In 1918, John Deere entered the tractor-making game, and the company’s name would soon become synonymous with the agricultural equipment. To make that 100th anniversary, the brand has produced ads that showcase the evolution of their tractors. And data from YouGov BrandIndex shows that John Deere has had the largest rise in Ad Awareness this month of all brands.

In late March, the brand’s Ad Awareness score – which asks respondents if they’ve seen an ad for the brand in the past two weeks – was at 17. By late April, that score had reached a high of 27. 

The brand also seems to be taking steps to broaden its customer base. Another recent ad shows a family with a long to-do list of outdoor chores. When their teenage son isn’t around to complete them, his mom steps up and completes all the chores herself.

Data from YouGov Ratings shows that the brand still has some work to do with women. While 77% of men have a positive opinion of the brand, only 70% of women do. Some of it may be simple name recognition – 9% of women say they’d never heard of the brand, while only 5% of men say the same.

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