Briggs & Stratton | Increasing brand preference through viral emotional content
Launching a new brand platform to an audience with little connection to the brand.
Briggs & Stratton is an "ingredient brand." Consumers don't buy the engine Briggs makes, they buy the mower, which Briggs doesn't make. The legacy brand had no meaning to their key buyer demo, millennials.
Brand storytelling to build emotional resonance. Channels that are meaningful to the millennial target audience, i.e. digital. Carefully orchestrated digital media strategy to maximize reach and ROI.
Increased brand favorability with key targets.
Using “good old fashioned journalistic digging” we found Rodney, the embodiment of You.Powered. And our instincts about Rodney’s story were spot on. Rodney’s video, Lawns & Life Lessons, has been viewed more than two million times.
Achieved massive scale through strategic deployment of paid, owned and earned media