HYUNDAI Construction Equipment Europe has confirmed an official partnership with Amy Underwood, aka The Digger Girl, who will act as a brand ambassador for the manufacturer in 2023.
Following her success as a popular social media content creator, Hyundai has opted to bring Amy on board to raise the profile of the brand amongst fans and industry professionals, producing exclusive content and giving her followers a unique insight into Hyundai’s European operations and its latest range of A-series machines.
Hyundai stated that Amy will continue to have full editorial control of her content but through this partnership, she will receive exclusive opportunities to access Hyundai’s machines and create content at the company’s European construction HQ in Tessenderlo, Belgium.
Amy, from Oban, shot to online stardom after she began using TikTok and Instagram to document her role as a plant and HGV operator at her father’s firm, John Underwood Plant Hire Contractor Ltd.
She said, “I’m excited and proud to partner with Hyundai – a brand I have loved to use and advocated for over the years. This relationship will give me access to unique opportunities and brand new, top-of-the-line machines to try out. I can’t wait to share the photos and videos of this with those who have been following my journey.
“Our deal also helps me encourage more girls to get into contruction and show that a successful career in this industry can also go alongside being a mum – though it’s not easy!”
Dr Hubertus Muenster, director sales & marketing at Hyundai Construction Equipment Europe, commented, “Hyundai’s mantra this year is ‘Think Further, Think Future’ – a holistic commitment to becoming more innovative and future-focused across our entire operation. As part of this, we recognised the importance of developing new ways for our brand to connect with new audiences, and working with social media content creators like Amy to strengthen our online presence is a fantastic opportunity to achieve this.”
Emma Dutton, senior marketing manager at Hyundai Construction Equipment Europe, added, “We have long been a supporter of Amy’s fantastic work, raising the profile of women in construction. She is a well-respected, high-profile figure in our industry and we believe the work we can do together will be really exciting.
“Amy has always been extremely positive about her experiences of working with Hyundai machines and her recent trip out to our stand at bauma was a great opportunity for her to get under the skin of Hyundai and to really experience our Think Further, Think Future ethos. We are delighted to welcome Amy on board as our 2023 brand ambassador and look forward to creating great content with her this year.”
To find out more about The Digger Girl, check out @the_digger_girl on Instagram or TikTok. Amy is also starting a YouTube channel which will feature regular videos to document her 2023 journey – you can subscribe here: https://www.youtube.com/@the_digger_girl
