John Deere is an American corporation that manufactures agricultural machinery, heavy equipment, forestry machinery, diesel engines, drivetrains used in heavy equipment, and lawn care equipment.

For their Instagram account, I was responsible for writing posts and redeveloping the style and tone of voice. The account follows a format called #deerefriend, in which farmers from around Europe take over the account for a week and show how they use their John Deere machines. At first, the content was largely focused on John Deere fandom and I’ve made efforts to shift the content towards more community interaction and the day-to-day life of the farmers themselves.