Stendahls Part of iO

For what matters

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How do you stand out in a humdrum world of sameness, where everyone is claiming the same USPs?

For Husqvarna Forest & Garden, the answer was to step away from product performance, shining a light on things that really make a difference – emotional values and benefits – far beyond productivity and kilowatt numbers.

A landscaper in hi-vis workwear at dusk, lit by warm street lights – the human face of Husqvarna’s battery campaign.

Background

Husqvarna Forest & Garden is a global supplier of high-quality equipment for green space and tree care maintenance, as well as the market leader in robotic mowers. For professional landscapers they supply ergonomically optimized equipment, designed to minimize strain on the users’ bodies.

They are also in the forefront of the greenspace maintenance industry’s switch to battery power. However, it’s a crowded market, with competitor claims clamoring for attention, all promoting the fastest, the strongest and the most efficient.

Solution

Together with Husqvarna, Stendahls created and produced the global campaign ‘For what matters’, a series of films and promotional images that took a step away from power and performance, asking landscapers all around the world what it is that really matters to them.

We showcased proud landscapers who – by using Husqvarna battery equipment – improved not only their own workdays, but the lives of people around them, underlining how the care for the things that really matter is an essential part of greenspace maintenance.

Three phones showing the campaign as social ads – a close-up film still, and a landscaper in protective gear under the line "Because freedom matters".

Results

‘For what matters’ was rolled out globally, during the first half of 2024 and the reception – internally as well as externally – was extremely gratifying, gathering external leads as well as internal understanding of the inevitable move away from fossil fuel dependency.

Paid social media was an important channel to drive both awareness, action and conversion. The campaign delivered exceptionally well and reached over 90% of the targeted audience while also performing on the set KPIs across the whole funnel. The campaign assets generated top performance in the upper funnel with high View Through Rate, reaching over 750 000 landscapers. More than 600 viewers actively engaged with the assets, commenting and sharing their stories while many more liked it.

An open magazine with the full-page "For what matters" ad – a landscaper at dusk in hi-vis workwear, lit by warm street light.

Stats

Across the whole funnel Reached over 90% of the targeted audience
High View Through Rate Reaching over 750 000 landscapers
Commenting and sharing More than 600 viewers actively engaged with the assets

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