STIHL TIMBERSPORTS®, an established international lumberjack competition, holds an annual ‘Newcomers Taster Weekend’ that gives those wishing to potentially take up the sport an insight into what it takes to become a champion lumberjack.
In 2016, STIHL TIMBERSPORTS® decided to increase the number of ‘Newcomers Taster Weekends’ from one to three in a bid to appeal to, and generate applications from, a more diverse array of students, young professionals, active outdoorsy types and sports enthusiasts – many of whom will not be aware of the sport’s existence.
Over a five-week period, HROC implemented a rigorous brand development campaign consisting of impactful video content used across social media, digital media placement, targeted Facebook advertising and regional PR activity in each of the ‘Newcomers Taster Weekend’ locations.
With time at a premium, HROC recommended that a digital and social media led strategy and tactics would be the most effective way to gain maximum exposure across the key demographic and get newcomers to sign up and try out this sport.
HROC generated over 700 applications for the three ‘Newcomers Taster Weekends’ from the social media and digital activity, far exceeding the number of applications STIHL TIMBERSPORTS® had ever received. But it didn’t end there, regional PR was achieved in the local press around the events and then there was the cherry on the cake…
Such was the reach and exposure of the PR and social media activity that news of the recruitment campaign reached BBC Broadcasting House where STIHL TIMBERSPORTS® was invited to perform a live demonstration on The One Show, which resulted in more than five minutes of live broadcast TV coverage in front of a viewing audience of 4 million.