Part of the impressive and ever-growing Husqvarna family tree, McCulloch have a long history of developing high performance petrol and robotic garden tools that are tough, reliable and most importantly have the power to get the job done.
McCulloch had ambitious plans for 2018 and needed a collaborative partner to help them achieve their strategic and creative objectives. Our job was to create and implement a strategy and series of creative assets that would support a year-long campaign initiative to drive brand and product awareness, growth and sales.
“The 2018 McCulloch campaign, specifically the ROB robotic lawnmower launch, was a huge success. The Guerilla team helped plan, design and execute the whole project across many channels, including above-the-line advertising, instore point of sale and printed materials. The McCulloch campaign was launched on time and with engaging and consistently designed assets which enhanced the brands overall appeal.”
Working closely with our clients, the Regional Sales Manager and UK Trade Marketing Coordinator, we began by mapping out the various touchpoints, both online and offline, that we needed to target throughout the year, building up media plans and identifying the assets required for each sub-initiative which would help leverage both the overall brand messages and specific product benefits we needed to focus on. Robotics were identified as a core product range for accelerated growth in 2018 so we made sure the ROB Series products were at the forefront where possible.
Once the plan was in place, the real fun began as we progressed into the development of highly impactful creative, using global key visuals to align with the overall brand image but with a customised approach and fresh ideas to meet the campaign’s objectives. McCulloch needed a creative strategy which would effectively target and have relevance to B2B and B2C audiences, so consistency in the look and feel and messaging was essential to ensure the success of our considered and integrated campaign.
The campaign across both brands includes above-the-line advertising, instore point of sale, printed and digital materials.
“Guerilla went above and beyond from the brief, looking at the overall content and target audience – with an amazing success of increased market share and brand awareness for the McCulloch brand. Anne, Mike and the team managed relations with our other key suppliers to hit deadlines and to ensure we got the best coverage for our campaign.”
When the results came in, McCulloch had a marked and measurable increase in public awareness of their brand and product offering – doubling their market share in the robotics sector. With some very pleased clients and some fantastic feedback, we’ve already begun planning for next year’s campaign for some of the other Husqvarna brands… so watch this space!
“The ROB assets received coverage in major newspaper and media titles in print and online with a wide reach – which hit our objective to increase robotic technology awareness. Our overall McCulloch robotic market share increased by over 100% which is attributable to the great effort of the Guerilla design team.”