The challenge. We’re not using the word “fanatic” lightly when we talk about the legions of skilled craftsmen who are followers of Festool. As makers of premium woodworking tools, they’ve built a powerful following. And tasked us with producing even more.

The answer. The first thing we realized was that their existing audiences really knew their stuff, so we needed to know it too. Our integrated campaign of print ads, POP placements and the full-line catalog focused on single, simple attributes of these products—the ones that the audiences cared most about. At the same time, our PR team created media coverage in online outlets and influencer blogs, leading to an 80% increase in Facebook likes and more than 13,500 subscribers on YouTube.