Come Along for the Ride

Background

STIHL, a worldwide leader in cutting power, launched a new line of wheeled goods—entering the zero-turn market with a bang. Initially, 19 models of STIHL gas-powered zero-turn mowers were offered ranging in application from homeowner properties to farms and ranches to professional use.

Their Challenge

Even with a strong reputation in the power tool market, research showed that consumers sought zero-turn mowers with a proven track record—from both a brand and a product standpoint. The first-generation of STIHL mowers would need to showcase exceptional builds and details of each zero-turn mower.

Service

Brand Strategy, Positioning & Planning, Audience Identification, Messaging, Visual Media, Digital

Our Action

Strategy

We immediately recognized that, to generate interest and demand in the product line, STIHL would require a library of visual and video assets. We started by identifying residential and commercial targets as well as insights regarding their behaviors. After determining that flawless cut-quality was the primary driving factor, we knew it would be important to remind target audiences of the STIHL reputation in cutting power.

Creative

To build curiosity and excitement, we began with a teaser campaign counting down to zero using social, digital, and email marketing. Sneak peeks of the product reveal led to the full launch, inviting consumers to Come Along for the Ride with a fully immersive campaign.

Performance

The full line of STIHL zero-turn mowers was received with open arms as homeowners and pros alike embraced the pursuit of the perfect cut. Internet response mentioned that the mowers cut well, evenly, and cleanly. Reviewers indicated the mowers were quick and could turn tightly. Consumers also praised their durability, reinforcing the claims referenced throughout the campaign. By helping STIHL cut a new path forward, we proved again that today’s STIHL equipment stands up to their proven reputation of reliability.