Best Consumer Goods Integrated Ad Campaign, Best Technology Integrated Ad Campaign

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 dramatically outperformed industry benchmarks.

In 2022, InMarket presented STIHL with an exciting opportunity to enhance their marketing campaigns and drive brand affinity through the use of highly engaging, interactive immersive creatives that fully involve the consumer in the brand experience. Together with STIHL’s agency PowerChord, the partners sought out to test full-screen, highly-interactive 360 panoramic media units to ensure the STIHL brand continues to be at the forefront of creative innovation.

Together, STIHL, InMarket, and PowerChord worked to create powerful immersive campaigns that not only captivated consumers because of their innovative approaches, but outperformed engagement benchmarks. The team started by testing highly engaging, dynamic ads that required user interaction—a ‘Trim the Grass’ ad employed users to plug in a STIHL battery pack into the mower and cut the grass by using their finger. The 360º panoramic ad unit created a fully immersed ad experience for consumers to help facilitate a deep brand connection with STIHL and its products.

The team saw great success with their innovative creative strategies. The 360º Panoramic ad unit achieved an engagement rate of 3.99%, which is 6.7x above industry benchmarks. Most notably, its Battery Drop interactive creative netted out at 19.25% below cost goal -underscoring its incredible efficiency.

Contributors:

Chief Strategy Officer, InMarket:	Michael Della Penna
Creative Director, InMarket:	Joseph Intile
Co-CEO, InMarket:	Todd Dipaola
Co-CEO, InMarket:	Todd Morris

HAYMAKER GROUP

Location: United States