Boutique supports Ryobi through a dedicated programme of national PR, Media and Digital Marketing activity.

Ryobi is one of the world’s largest and most innovative power tool manufacturers, the company’s product portfolio is stocked through major retailers and are now one of the major players in the market. Our relationship was established 3 years ago and started with a hefty brief of launching them into the UK market, a challenge that followed their established European footprint. Our line of attack was focused on brand awareness amongst consumers and generating data for their CRM.

Amidst a cluttered market, we knew that tactics needed to be smart.

So, rather than add to the noise we avoided seasonality. Easter was too obvious and natural, organic business would be strong for Ryobi so we took the route of ‘Gifting Season’ where we knew our share of voice would be much stronger and we could drive sales during a quieter time. A Christmas competition was an obvious choice and we wanted reach, quickly, so opted for television as the main route to market. The chance to win £5k worth of Ryobi tools lived as a mechanic at the tail end of the client’s TV brand asset. Incentives are common in the broadcast space but this prize value created standout.

64

Pieces of coverage

10

Reviews

7

Influencer collaborations

57

Consumer

7

Trade

3,018,865

Total circulation

52%

Reach of ABC1 Men

104%

Delivery vs. Plan

£0.67

Cost per site visit

79%

Over delivery in digital plan

62%

Increase in online sessions

42%

Increase in new users

£0.22

Cost per digital click

104%

Over delivery on campaign target
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