BRIEF AND APPROACH
THE CHALLENGE
With Flymo on the cusp of turning 60, brand owner Husqvarna wanted to leverage awareness with the British public to look both backwards to the changes made and forward to new gardening technology.
The brief was to develop an anniversary campaign designed to resonate with its existing customer base and unlock new audiences, increasing awareness and growing social communities.
OUR SUPER-CHARGED RESPONSE
This was a multichannel campaign, where the story of Flymo’s 60th anniversary became the central narrative across all PR, social and influencer communications.
With the search for the nation’s oldest Flymo, content creators hosting their own Flymo orange garden party and social activations that encouraged the nation to raise a glass, all of the activations directed the audience to our hero asset - a 15-minute One Show-style documentary sharing the brand story.
+4%
brand awareness
against all key lawnmowing competitors
+42%
Instagram audience
with 4,500 new Flymo followers
SUPER-CHARGE MOMENT
BBC Bonanza for the oldest Flymo campaign across national broadcast, online and social media, generated 71 pieces of coverage and reached +722M
Credit - BBC North West Tonight
“I’m super proud of how Flymo stood out in its 60th anniversary year. The different tactics from Democracy, including getting the brand on TikTok, told the story to new consumers as well as dedicated brand fans. It’s been unreal, and we have seen strong brand performance as a direct result of such high-profile activity as appearing on BBC Breakfast and working with Gemma Collins.”
Sarah Bentham, UK Marketing Manager for Husqvarna