Discovering a Deeper Connection
Background
STIHL built a legacy on its reputation for high-quality, innovative outdoor power equipment, but great products alone can’t stand out in a crowded market full of discounts and product-centric advertising.
Their Challenge
In a crowded market, STIHL needed to increase their customers' affinity for their brand. Larger than a campaign, we looked to readjust the brand identity of STIHL by elevating the work beyond simple price and promotions and inviting consumers to connect with the brand on a deeper level.
Service
Brand Strategy, Visual Media, Messaging, Digital
Our Action
Strategy
We shifted our strategy from product-centric to customer-centric, telling the story of the STIHL legacy in the lives of everyday consumers, elevating STIHL to a lifestyle brand. Building this connection with consumers helped STIHL retain and increase customer loyalty.
Creative
We developed a brand-new creative platform with Real STIHL, shifting the focus from tools to stories, giving customers an opportunity to see themselves in the ads and recognize STIHL as their partner in creating whatever outdoor lifestyle they want.
Performance
Among a diverse focus group, the ads evoked happiness, trust, relatability, and ultimately an influence to purchase STIHL products. Testing elicited such responses as: “Got some ideas for my home,” “It made me want to go clean up my yard,” and, “It’s very relevant to me and my lifestyle with all the yard work I enjoy doing.”
Real STIHL Moments
The campaign brought to life pivotal outdoor moments—getting ready for fall firepits and outdoor gatherings, preparing for summer fun and activities in the yard, and the triumph of being the new homeowner who turns their yard into the pride of the neighborhood. Each vignette captured these experiences, creating a relatable narrative that connected with customers at every stage of their yardwork and outdoor living journey.
Here’s How it All Came Together
