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Stihl Powers Consumer Engagement With
Creative Innovation
The Power Equipment Leader Leverages 360º Panoramic
Creative to Outperform Industry Benchmarks By Over 6x
About STIHL
Campaign Goal
Over the course of its 7+ year-long relationship with InMarket, STIHL has executed incredible creative campaigns that have received double-digit click through-rates and outperformed industry benchmarks. In 2022, InMarket partnered with STIHL and PowerChord on a campaign to take their creative strategies to the next level by incorporating new immersive media experiences.
Test cutting-edge creative strategies to push the STIHL brand to the forefront of creative innovation
Bring interactivity to the metasphere by building full-screen, highly-interactive rich media units
Build experiences that engage consumers, building and strengthening their relationship with the STIHL brand
Challenges
As a long-standing InMarket partner, STIHL has sought to push creative boundaries, working to enhance their brand experiences with compelling, real-time location-based ad units that drive powerful consumer engagement. The innovative team continuously works to test new creative strategies to maximize success. However, testing newer immersive media for the first time posed a new challenge for measuring success.
Challenge: Identifying the Right KPIs for New Interactive Media
Solution: Shifting KPIs to Account for New Consumer Experience
Rather than focusing on established KPIs, InMarket helped STIHL shift their strategy to the measurement of click-through rates, which more accurately reflects how the interactive campaign stacked up against their goal of engaging and ultimately involving the consumer in brand experience.
Phase I
Dynamic Interaction
The team started by testing highly engaging, dynamic creatives that required user interaction.
A ‘Battery Drop’ ad had users “plug” in a STIHL battery back by dragging their finger on the screen.
Battery Drop Creative
Below Cost Goal
Phase 2
360º Panoramic Ad Unit
- Fully immersed the user in a model backyard where they could explore using various STIHL products
- Unit was complemented with real-time location information for the closest STIHL retailer
- The call-to-action prompted a visit that specific store location’s microsite
Overall Campaign CTR
Above Industry Benchmark*
Conclusion
With the support of InMarket, STIHL outperformed benchmarks, driving increased awareness and record engagement. In addition,, this campaign won two awards at the 2023 IAC (Internet Advertising Competition) Awards: ‘Best Consumer Goods Integrated Ad Campaign’, and ‘Best Technology Integrated Ad Campaign’.
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