Bison is a leading producer and distributor of various DIY products such as glue, sealants, and coatings. The brand has been well established in the market for many years and enjoys strong top-of-mind awareness among consumers aged 45 and older. However, Bison still lacks sufficient brand recognition among younger consumers, a key audience for the future.
Bison
Brand strategy, Creative strategy, Creative soncept, Copy & design
The challenge
Bison aims to increase brand awareness among younger audiences in the Netherlands and Belgium. The primary goal is to strengthen brand awareness, focusing on KPIs such as reach (CPM), video views (CPV), and website traffic (CPC). The objective is to continuously improve compared to previous campaigns, ensuring maximum visibility.
The campaign targets a broad audience since virtually anyone may purchase DIY products. However, the main focus is on the younger segment aged 18–44, where the greatest potential lies. The older audience is already familiar with Bison, so additional gains there are limited.
The strategy
For the youngest segment (18–34), we mainly focus on TikTok and Reddit. Additionally, we use Meta and Reddit for a slightly broader segment up to 44 years old. Through YouTube and Google Display, we reach the entire target audience. This multi-channel approach allows us to spread efforts across different age groups, contributing to optimal brand awareness.
We apply the Touch – Tell – Sell principle: in the first phase, a product video is shown (Touch), followed by a retargeting campaign in the second phase to show a more specific video to those who already watched the first one (Tell). This ensures that in the Tell phase we target an audience that has already shown interest in the Touch phase.
We also make strategic use of seasonality by promoting specific products relevant to the season. For example, wood glue is highlighted in spring and summer, while waterproof coating is emphasized in fall and winter. This seasonal approach maximizes relevance and engagement.
The results
The campaign successfully brought Bison to the attention of a broader audience, achieving impressive results:
A 130% increase in impressions via paid advertising compared to the previous year, with the same budget.
A 50% reduction in cost-per-view (CPV) compared to the previous year.
A 30% increase in brand awareness, as measured by a brand lift study.
