Proud of “sterk werk”, day after day

STIHL asked us for a digital (content) strategy in line with Andreas Stihl’s philosophy. This man’s mission when he founded STIHL 100 years ago? To make it as easy and as enjoyable as possible for people to work in their garden, with pride and passion.

We identified what STIHL’s target audience likes about gardening. That is: enjoying the work, learning new skills, and being proud of the result. STIHL research showed that a lot of gardeners even see their garden as a part of their identity. The more professional it looks, the more pride and self-esteem they derive from it.

We came up with an umbrella concept centred around the pride of a job well done, and how easy that is thanks to STIHL. Enter: always-on content full of tips with added value for the consumer. Each format has a recognisable STIHL flavour and answers the question “What’s in it for me?”.

We devised four social formats that enthuse gardeners, that are recognisable and add a human touch to the STIHL brand. Our topics refer to what is going on in the garden at that moment, and to what hobby gardeners value the most. This means that content like “How to use a pressure washer” gives way to “How to keep your garden furniture looking like new”.  We don’t push STIHL tools but offer advice that speaks to gardeners. Only in the final content step do we refer to the products that the reader can use to get started.

• Gardening advice
  This format consists of simple tips, techniques and advice to help hobbyists deal with the different garden challenges they face all year round.
  

• Pro tip  
  Pro tips are tips from professionals who work at extraordinary outdoor locations day in, day out. We distilled them from our “Buitengewone verhalen”.
  

• Step-by-step plans 

  These roadmaps help gardeners tackle ambitious projects step by step. Making a herb planter or building a robot mower garage? Easy peasy, with the right tools and the right advice.
  

• STIHL fans 
  STIHL fans are proud gardeners who share their “sterk werk” on social. We trace that user-generated content and put it in the spotlight on STIHL’s Facebook and Instagram. 

Make sure to follow STIHL on Facebook and Instagram, because we don’t moss around when it comes to creating great content.