Discovery in Our Own Backyard
Background
For years, STIHL hosted a retail event every spring in which dealers were given promotional materials on special offers and giveaways for their customers. The event was a staple part of the STIHL marketing plan until it got derailed during the pandemic.
Their Challenge
With the challenges posed by a life-altering pandemic, we knew that the largest retail event of the year for STIHL, would require a new approach. The ability to gather insight and pivot quickly proved to be paramount as we invited consumers to discover the world in their own backyards.
Service
Creative Strategy, Visual Media, Messaging, Digital
Our Action
Strategy
Leaning into our research on consumer attitudes related to COVID-19 and its effect on their lives, we designed a campaign that tapped into consumers’ desire to find ways to get out without leaving their yards.
Creative
With social distancing in mind, we developed a strong call-to-action, assuring consumers they could minimize contact by shopping online and picking up in store. We connected with consumers through a wide range of digital and print placements that highlighted the adventure to be had in their own backyards.
Performance
Strategic placements and performance KPIs helped us leverage calls-to-action and encourage conversions.
A Rally Cry of Where to Buy
A strong call-to-action recognized the need to keep consumers safe by encouraging them to conveniently shop online and pick up at a local STIHL Dealer. From print and digital to radio and television, we reached out to our audience in a variety of ways to help them redefine their shopping experience and rediscover the Great American Outdoors.
Here’s How it All Came Together
Connecting with Our Audience
Connecting with Our Audience
A myriad of digital placements across a range of platforms meant we were able to capture the attention of potential consumers and leverage calls-to-action to encourage conversions. Big, bold, beautiful print showed consumers that STIHL and beautiful yards go hand in hand.
