Discovery In Our Own Backyard
STIHL Great American Outdoors Campaign
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.
Our insight informed us that consumers would be hunkering down and discovering they can still get out without getting away. Naturally, outdoor living spaces would need sprucing up.
Strategy and Solution
We transformed their annual Dealer Days sales event to a themed multi-media event called The Great American Outdoors, inviting the STIHL audience to rediscover the adventure of their own living spaces.
Life is right outside your door
Our series of three spots, as well as digital short form, demonstrated that The Great American Outdoors are closer than you think. With STIHL tools, consumers can create the living spaces they have always dreamed of.
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.
A rally cry of where to buy
With social distancing becoming the norm, we developed a strong call to action recognizing 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.
Big, bold, beautiful print showed consumers that STIHL and beautiful yards go hand in hand.
Real STIHL. Find Yours.
The popularity of this campaign continued to reinforce the brand promise that STIHL outdoor power equipment has "yours" -- the right tool for you.
Leveraging leading indicators to create an effective campaign
While the circumstances of 2020 required us to be nimble and make real-time adjustments, these changes were not made without insight, research or strategy. Quite the opposite actually. By leaning into the work we had already done regarding consumer attitudes as they related to COVID-19 and its effect on their lives, we were able to develop a campaign that was relevant to their lives and to the KPIs that had been established.