Elevating the American Appeal
Likeability Increase
Increase in Likelihood to Purchase
YOY Increase in Impressions
Background
Our client had a longstanding reputation for their solid, German engineering. While this was a great source of pride, STIHL also wanted to communicate to consumers that STIHL shared their pride in American roots, dedication to hard work, and love of a job well done.
Their Challenge
As an international company with a corporate headquarters in Germany, STIHL USA struggled to communicate its American-made value proposition to consumers. Many deeply patriotic American consumers were unaware that a majority of STIHL products sold in America are built at their facility in Virginia Beach, VA.
Service
Brand Strategy, Visual Media, Messaging, Digital
Our Action
Strategy
We set out to create a campaign that highlighted the American-made products, the jobs they create, and the places where STIHL is sold across the country. Pre-campaign qualitative testing showed a high likelihood of the consumer buying or learning more about STIHL, and we were able to enter the campaign boldly and confidently.
Creative
We distilled it all into Just Three Words, three words that not everyone can say: Made in America. With simple messaging and dramatic imagery, we invited consumers to embrace the grit and adventure of the American spirit.
Performance
The launch of the STIHL Made in America creative aired on CBS during the 2021 Macy’s Thanksgiving Day Parade and garnered 22M impressions. American hearts fell in love with American-made power tools. While consumer behavior typically shows declining interest in outdoor power equipment during the fall and winter, after peaking throughout the spring and summer, the STIHL Made in America integrated campaign succeeded in overturning these norms. Our client experienced a 75% year-over-year increase in impressions during the fourth quarter of 2021.
The Faces Behind the Brand
Honoring the People Who Power STIHL
Our campaign captured the essence of STIHL's Made in America story by spotlighting the hardworking dealers and manufacturing employees who bring the brand to life. Their dedication and craftsmanship are the backbone of STIHL's success, reflecting the pride and commitment that fuels the brand’s trusted reputation.
Here’s How it All Came Together
