Ryobi had an audience online, but new GDPR laws made them more difficult to contact. They wanted to build brand awareness, whilst engaging its current 50,000 strong Facebook page fan base.
Amassing 50,000 followers on a power tool Facebook page is no mean feat; it proved that a genuine sense of community separated Ryobi from its competitors. We just needed to reignite it. And what better time to generate brand awareness than over the Christmas gifting period?
What We Did:
So, we developed a parody recipe video to grab their attention, which give us permission to leverage user-generated content and laughter in equal measure with two more seasonally social promotions that saw engagement soar. The result? A Christmas community miracle.
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.
Jason Thomas - Head of Digital
Recipe videos were gaining popularity on Facebook. So, we created a one-minute parody that swapped traditional cooking utensils for Ryobi power tools to grab attention online. Over half a million views and 1million impressions later, we had reignited the community and rallied brand affinity.
My ONE+ Gave to Me
A 12 Days of Christmas giveaway with a twist: every day, a Ryobi ONE+ tool was ‘not-so-mysteriously’ wrapped and posted on Facebook for followers to guess what was inside. 315,000 people, 6,900 comments and 1036 shares later, the presents were unwrapped and lucky winners announced on Ryobi’s Facebook page.
Who doesn’t love a Christmas jumper? All followers had to do for the chance to win a coveted Ryobi Christmas jumper was upload a festive image of themselves doing DIY. We reached 220,000 people and 3,153 of them entered. Every week we would announce one winner who was also encouraged to share a victory video for us to promote online.
Whether you’re looking to start a new project, fancy a change of career or just want to have a chat, drop us an email or give us a call – we’d love to hear from you.