We broke down the campaign into multiple phases throughout the year. We set out to accomplish two things in Phase 1:
1. Drive awareness around the introduction of a new lineup of battery-powered products for the weekend warriors
2. Promote consideration for all three series of the STIHL Lightning Battery System
During this time period, flights were staggered with video, awareness and referral content, including a variety of Facebook & Instagram ad units targeting various key audience segments.
Video content designed to generate mass impressions, increase time spent with the brand, increase interest, and create retargeting opportunities
Stills & GIF style ads designed to generate mass impressions and create retargeting opportunities
Carousel and standard ads designed to drive people to the microsite to explore products and find local dealers
Success was measured by impressions, video views and clicks. Since STIHL controls their retail experience (9,000+ servicing dealers), we’re able to track the effectiveness of social media all the way down to the dealer webpages.
in online product reservations (STIHL Express)
in average cost per purchase
in video views
in dealer locator searches
in average cost per search
in people spending 1+ minute on dealer sites
in average cost per lead