Humanizing the Dealer Network
Bridging the gap between internal teams and our dealer partners through story-driven video
At CNH Industrial, the dealer network plays a critical role in driving business results and customer satisfaction. But many internal teams lacked visibility into who these partners really were, what challenges they faced, and how essential they were to the company’s success.
I was asked to create a communications asset that could build empathy, strengthen internal-dealer alignment, and help employees feel a deeper sense of partnership.
Watch the Video
Step inside a day in the life of our dealer partners and see what partnership really looks like. This short video was designed to help internal teams connect with the people who represent our brand every day in the field.
It’s not about product or process. It’s about pride, hustle, and human connection.
The Insight
When people don’t interact directly, misunderstandings form. Internal teams were seeing dealers as obstacles, not allies.
But when you introduce the people behind the label, perceptions change. Storytelling has the power to dissolve distance and foster collaboration.
How we made it work
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We developed a short-form video series that showcased real CNH dealers in their day-to-day environments. We captured their dedication, their local community impact, and their role as problem-solvers and customer advocates. I partnered with regional leadership and dealer relations teams to select participants, shape the narrative, and ensure authenticity.
The tone was intentional—human, unscripted, and respectful. This wasn’t a brand video. It was a relationship reset.
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The video was shared across CNH’s internal channels, including intranet, leadership meetings, and onboarding materials. It helped internal teams better understand the role of the dealer network and see them as collaborators, not just touchpoints. Employees began reaching out to sales and dealer support colleagues with greater empathy and a more solution-oriented mindset.
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Strong internal culture doesn’t stop at the org chart. When employees better understand and respect external partners, collaboration improves, customer outcomes strengthen, and internal silos start to break down. This video helped spark that shift.
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This video wouldn’t have been possible without the creativity and care of our production partners at Scenic Road. Their team helped capture the authenticity, energy, and pride of our dealer community in a way that truly resonated with employees.
I believe the best work happens when strategy meets storytelling and when every partner is aligned around purpose. Scenic Road brought heart, craft, and a deep understanding of human-centered storytelling to this project, and I was proud to collaborate with them.