""The concept for the National Equipment League came out of two things," said Bill Elverman, co-owner of PKA Marketing, the agency behind the League. "One was finding a new and innovative way to approach influencer engagement. The other was tackling the bigger issue of workforce development, showing younger generations that construction and the skilled trades aren't a backup plan, but good careers to build a life around.""
"Social engagement at the core From the beginning, social platforms drove the League's growth, which is now in its third season. Reels, teaser clips and photo galleries fueled awareness on Facebook, Instagram, TikTok and LinkedIn, while full-length 45-minute episodes play on the League's YouTube channel. "We're leveraging every bit of (social media) that we can," Elverman said. "We're producing everything from 15-second teasers to full-length shows. And critically, the influencers involved amplify it through their own audiences.""
The National Equipment League turned a social-video experiment into a professional competition series that showcases heavy-equipment operators competing in timed challenges on rough terrain. PKA Marketing created the concept to pair influencer engagement with workforce development, positioning skilled trades as viable career paths for younger generations. Founding partner Hyundai Construction Equipment North America supplied machinery and a filming site, and additional sponsors joined to support growth. The League uses short-form reels, teasers, photo galleries and full-length 45-minute YouTube episodes, amplified by participating influencers, to expand reach and attract new talent to construction.
Read at PR Daily
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