During 2016’s Q4 period, Ryobi Tools UK wanted to build brand awareness whilst engaging its current 50,000 strong Facebook page fan-base.
Three mini-campaigns were implemented throughout November and December to generate brand awareness over the Christmas gifting period. Our aim was to create a sense of community that separated Ryobi from national competitors through a set of informal campaigns promoting user-generated content, post engagements and festive fun.
Through two on-page giveaways and a boosted video, supported by an over-arching giveaway hosted on the Ryobi website, audiences previously unattached to the Ryobi brand were reached, engaged and entertained.
Our campaigns created over 4 million impressions, 962,000 unique views, with over 296,000 engagements over a 4 week period during Q4. Our activity also gained an additional 7,705 Facebook page fans.
Following the rise in popularity of video recipes such as Tasty etc, we wanted to create a fun and memorable Christmas dinner recipe video with a difference. So we created one that swapped traditional cooking utensils for Ryobi power tools! The result was a one minute parody that celebrated both the act of cooking Christmas dinner with the versatility of Ryobi’s ONE+ battery range.
The video reached 881,467 people, gained over 1m impressions with 500,000+ views on YouTube and Facebook alone. It was hailed a great success by Ryobi, who translated the video into both Italian and French and presented the campaign at Ryobi’s global marketing conference.
My ONE+ Gave To Me was essentially a 12 Days of Christmas giveaway with a twist. Throughout the first twelve days of December, a Ryobi ONE+ tool was lovingly wrapped and posted on Facebook for fans to then guess what was inside. The presents were unwrapped the day after and lucky winners announced on Ryobi’s Facebook page.
The competition was a great success, reaching over 315,000 people, generating over 6,900 comments, 1036 shares and 17,635 engagements across all posts, helping to develop a fun and positive perception around the brand.
In order for a chance to win one of the coveted Ryobi Christmas jumpers, page fans were asked to upload a festive image of themselves doing DIY. A weekly draw would then announce the winner, who was also encouraged to share their jumper images on the page.
Reaching over 220,000 people with 3,153 engagements, the Christmas Jumper competition allowed fans to participate on the page and be recognised as a fan of Ryobi. User generated content was used to promote the winners in the form of video and boosted to reach other potential fans with an interest in the industry.