As the consumer’s behavior has changed during the pandemic, the main objective of the campaign is to raise awareness for the Bosch tools and increase the number of people who purchase one of the three tools. The creativity of the campaign consisted in a community lead.
In the spring of 2020, when we were stuck in the house due to the pandemic, Romanians became more and more concerned with redeveloping their homes. Thus, the time spent in the house made them realize what their needs are from the perspective of arranging and renovating their home. In the last six months, 40% of Romanians in urban areas have renovated or arranged their homes, according to a quantitative study of iSense Solutions on urban representatives. In the current context of the pandemic caused by the new coronavirus, Romanians change their behaviour to adapt to the new reality and find concerns in the house and for the house.
That’s why Bosch Tools came to the aid of those who wanted a reshape the house and launched in April a campaign to promote the most practical tools used in arranging or redecorating the home.
The state of emergency and the period of isolation drastically changed the habits of Romanians. Forced to spend more time in the house, they were preoccupied with arranging a place where they could enjoy the outdoors in complete safety, as well as a functional workspace. Thus, the searches for the arrangement of the terrace increased by 53% compared to the same period in 2019, while the interest of Romanians for the arrangement of the balcony increased by 51%. The rest of the rooms were not overlooked either. Romanians have shown an increased interest in kitchen design (31%). They were also concerned about the arrangement of the bathroom (22%), and the searches for the arrangement of the bedroom increased by 21%.
To achieve the objectives of the campaign, we conducted an analysis of how consumer habits have changed in the pandemic.
- Reference studies on how consumer habits have changed since the beginning of the pandemic
- Official data provided by the market research companies.
OBJECTIVES OF THE CAMPAIGN:
- To create awareness for Bosch Tools
- To raise awareness for the tools and increase the number of people who purchase one of the three Bosch tools.
- Main target audience: men between 15 and 45 years old, craftsmen, locksmiths, builders, household consumers.
- Secondary target audience: women interested in DIY projects.
MESSAGE: HOW TOOL IS THAT?
Social media – Facebook, Youtube
Bosch own channels: social media (YouTube)
Influencers channels for direct contact with their fans: social media
PHASE 1: Launch of the first video – EasyAquatak 100 Long Lance
The first video was released on the Facebook and YouTube page of the comedy actor Mihai Bobonete. He promoted the EasyAquatak 100 Long Lance tool, the pressure washer that helps you clean the car, the garden, but also the decorative objects that beautify the garden. In addition to the technical details, Mihai Bobonete presented the way in which the device can be used, but also the original ways in which he chose to clean the wine glass, the children’s toys, the dirty dishes left after a party.
PHASE 2: Telemetrul Zamo
For the filming of the second clip, Mihai Bobonete was helped by his colleague, Mihai Rait. Together they managed to generate quality content, unique and funny that reached in less than a week a reach of over 63,000 people.
PHASE 3: Surubelinita IXO
The last clip of the campaign was the one for the IXO screwdriver. Due to the strong impact and the very good awareness generated from the previous clip, we continued the campaign in complete formula with Mihai Bobonete and Mihai Rait. The funny content showcasing the unique ways to use a screwdriver that many would not have thought had very good results, reaching a reach of over 95,000.
CAMPAIGN RESULTS – FACEBOOK
total campaign reach
total number of press comments
total number of shares
positive tone of voice.
CAMPAIGN RESULTS – YouTube
total number of views
total number of press comments
The creativity of the campaign consisted in a community lead approach. We turned hobbies to which our audience dedicate most of its time in the last period into effective communication channels. We found innovative ways of communicating a technical detail and how to use the tools through funny communication with the two stand-up comedians’ representative groups from our target.