We were tasked with bringing Ryobi back to market in a busy Christmas period, capitalising on the ‘gifting season’.
From our previous campaign experience with Ryobi, we knew our share of voice would be strong in the market and that we could drive sales in the lead up to Christmas.
We needed reach, fame and engagement to promote a “Spend £89.99 and over on a Ryobi ONE+ starter kit this Christmas to claim a free ONE+ tool” offer in their “12 Tools of Christmas” campaign.
To deliver scale and reach to an upmarket male audience with an interest in the home and DIY, we needed high impact and engaging channels to drive general brand awareness of the promotion.
With high reach impacts and impressions as a key objective, we deployed multi-channel TV and interactive BVOD on a national scale during all dayparts. We partnered with TI Media across their homes portfolio of brands digitally with pre-roll video, digital display and social amplification. We layered on digital channels to further extend the campaign across Paid Search, GDN and YouTube ensuring we were highly visible when in campaign.
Results
Tom Leather, UK Marketing Manager at RYOBI had this to say:
“We have developed a long-standing partnership with Boutique, built upon their delivery of exceptional results across media buying, digital and PR. Our Christmas multi-media campaign was our best yet, far exceeding our forecasts. Boutique not only delivered us incremental media value but also went above and beyond to help us execute the campaign.”
