Group
STIHL AG
Market
Gardening
Category
creative & management
Are you part of the 17M French people who love gardening?
If you are, you definitely heard about STIHL. Unmissable by its orange color, the brand has facilitated the work of people with and into nature since 1926: a reference for professionals.
STIHL now wants to be found in every french garden!
Yet STIHL struggles to appear in the universe of the blooming gardening beginners, partly because of its expert reputation and its professional lovers. Meanwhile, user-friendly DNVBs are already taking over the market.
To be THE garden reference, STIHL needs to become the brand of passionate amateurs while staying the one of professionals:two communities with very different expectations, codes and habits, on both gardening and communicating.
How can digital help STIHL bring all its publics together?
Before being a job, gardening is a true passion
Before being a job, gardening is a true passion
1.
Gathering people around their common passion: nature
We created an editorial platform that celebrates the work of people with nature, from the neophyte to the professional one, and that inspires them to cultivate their passion for nature with STIHL.
2.
Embodying all the different publics
To show all the faces of gardening, 1969 represented every profil through multiple influence programs embodying all the STIHL lovers : ambassadors, beginners lifestyle, resellers, professional lumberjacks… Everyone has their place to speak up!
3.
Opening new platforms for new public
After taking over on Facebook, we decided to launch STIHL France on Instagram in 2019 to recruit a much younger and lifestyle audience.
Follolow
Followers
Follolow
Reach
Follolow
Interactions
Follolow
clics
.jpg)
