The Media Plan: How Stiga Revolutionized its Marketing Strategy

Introduction

Stiga, a European gardening company, sought to launch its new robot lawn mower in the UK market with a media plan that highlighted the product’s app-driven technology. With historically low levels of awareness in the UK and competitors outspending them, Stiga partnered with Bountiful Cow to re-evaluate its target audience and implement a full-funnel digital strategy.

‘Outshouting’ competitors

Emma Deacon, Bountiful Cow’s account director, recognized that Stiga did not have the budget to “outshout” its competitors in traditional advertising channels. Instead, the team focused on finding overlooked moments and spaces to promote the brand. By challenging the seasonality of Stiga’s advertising and investing in more cost-effective paid media throughout the year, Bountiful Cow was able to help Stiga stand out in a less cluttered market.

The agency made a bold move by eschewing traditional media channels like TV, radio, and OOH, opting for a performance-driven strategy that spanned video, search, social, and commerce channels. This shift allowed Stiga to reach its target audience in a more targeted and cost-effective manner.

A ‘brandformance’ digital strategy

Deacon emphasized the importance of a digital strategy for Stiga, given that consumers rely on various online sources for gardening information. By focusing on building brand awareness and driving online sales through performance media, Stiga was able to leverage its product superiority and make the robot lawn mower easily accessible to consumers.

Bountiful Cow’s plan aimed to address the entire consumer journey, from discovery to purchase, by utilizing pay-per-click, retargeting, social media, influencer content, and a seamless full-funnel digital strategy. By challenging Stiga’s distribution model and emphasizing the brand’s own website, the team was able to optimize the conversion journey and enhance profitability.

Deacon highlighted the importance of being distinctive and going against industry norms to deliver a relative advantage for Stiga. By engaging audiences throughout the year and in unique moments, Stiga was able to differentiate itself from competitors and drive success in the UK market.

Conclusion

Stiga’s media plan, developed in partnership with Bountiful Cow, revolutionized the brand’s marketing strategy in the UK. By focusing on digital channels, performance media, and a full-funnel approach, Stiga was able to increase brand awareness, drive online sales, and stand out in a competitive market. Through innovative tactics and a commitment to challenging industry norms, Stiga successfully launched its robot lawn mower and established a strong presence in the UK gardening industry.