In a world where authenticity reigns supreme, STIHL, the renowned provider of tools for forest and green space maintenance, embarked on a mission to reconnect with nature professionals. For over 90 years, STIHL has been at the forefront of developing high-quality tools to support professionals in their vital work. However, in recent years, a gap has emerged between the brand and its loyal customers. While professionals appreciate STIHL’s products, they yearn for a deeper connection with the brand.
So, how did STIHL tackle this challenge? The answer lies in leveraging the power of social networks to forge genuine connections with nature professionals. Enter the “It’s in my nature” campaign—a series of video portraits featuring three passionate professionals from the world of green plant spaces: a lumberjack, a landscaper, and a tree trimmer.
The goal was simple yet profound: to provide a platform for these professionals to share their stories, their daily struggles, their triumphs, and above all, their unwavering love for nature. Over the course of 24 hours, the team immersed themselves in the lives of these professionals, capturing their experiences, emotions, and unique perspectives firsthand.
Unlike traditional advertising, there were no scripts or staged scenes. Instead, the focus was on authenticity and intimacy. Through candid interviews and raw footage, the professionals had the freedom to narrate their truths, unfiltered and unscripted. From the tranquility of the forest to the rugged terrain of a construction site, every moment was captured organically, allowing viewers to witness the reality of their work and the deep connection they share with nature.
The result? Three compelling video portraits that resonate on a personal level, evoking a sense of empathy and admiration. These long-format videos were strategically disseminated across social networks, allowing STIHL to connect with its audience in a meaningful way. By showcasing the genuine experiences of nature professionals, STIHL not only increased its brand credibility but also reinforced its commitment to supporting those who work tirelessly to preserve our natural world.
Created in collaboration with Dentsu Creative France, the “It’s in my nature” campaign represents a bold step forward for STIHL—a testament to their dedication to authenticity and customer-centricity. Through this innovative approach, STIHL has not only rekindled its relationship with nature professionals but has also reaffirmed its position as a trusted partner in the industry.
So, the next time you reach for a STIHL tool, remember that behind every product lies a deep-rooted connection to nature and the dedicated professionals who nurture it. After all, for STIHL, it’s not just about tools—it’s about honoring the timeless bond between humans and the natural world.
