Vol 68. Bosch: Tools That Talk 🔧

Marketing to tradespeople about their craft calls for calculated finesse. 

Typical ads for tools aim to play up the rugged nature of the tradespeople and their work, like this DeWalt ad. Some even try to catch attention with humor, like Stanley did in this ad. But Bosch took a different route by stirring up some friendly competition among different trades. 

This week, Case Studied explores how Bosch achieved a 6% increase in sales for their durability range.

The Brief:

Bosch Professional has been a trade staple for over a century. They make all kinds of tools, from drills that don’t quit to lasers that laugh at rough sites. In 2022, they were looking to hype their new, extra-durable range of measuring tools, which are designed to make jobs more efficient and safe with reduced risk of mechanical faults. 

Their main goals were to demonstrate the quality and robustness of the new measuring tool range, showcase the tech features and how easy the tools are to use, and highlight how they make tradespeople more efficient. As for their challenges?

First, tradespeople can be skeptical of technology within tools. They often don’t see the value of the features and feel they’re complicated to use.

Second, high-tech measuring tools come at a high price point. 

To work around these challenges and reach their goals, Bosch decided to pitch trades against one other for some good ol’ fashioned competition. 

The Execution:

Bosch tapped Clear B2B to execute their #ReadyForAnything social campaign. It was planned for launch on the Bosch Professional UK Instagram with the hopes of reaching a younger demographic who wouldn’t carry as much fear around technology and could influence tech-hesitant tradespeople on job sites. 

The idea was to gather tradespeople who would put Bosch’s tools to the test onsite in a series of challenges. The agency describes it as a “Top Gear on a building site,” that would produce a light-hearted mini-series of social videos. 

Since Clear B2B was already managing an ongoing influencer marketing program for Bosch Professional, the agency had existing relationships with tradespeople who loved the idea and jumped on board.  

The agency specifically chose influencers from different trades—a plumber, an electrician, a tiler, and a carpenter—knowing that it would incite a spirited rivalry. That competitiveness infused both humor and trade banter to the videos that the target audiences could appreciate. 

As for the challenges, Bosch made sure to test each product in a visually engaging way. Here’s a glimpse at some of the challenges:

🧊The GRL Rotation Laser and each influencer was submerged in a tank of ice water. They both stayed for as long as the influencer lasted in the water and then they showed whether the tool worked afterwards (it did).

🚐The GLL Line laser was driven around, unsecured, in the back of a van where it got knocked around, and was then tested for functionality (it worked).

🏃The GTC Thermo Camera was carried on an on-site color-run and then tested to see if it could still accurately detect temperatures (it could).

To bolster engagement, Clear B2B created teaser videos for each challenge and polled the audience on which influencer they thought would win. Those who guessed were entered into a raffle to win the tools that were being tested. They filmed a blooper reel (which, according to the agency, became quite long) and behind-the-scenes shots to add to the campaign promotion.

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The Results:

The #ReadyForAnything campaign saw a 23.97% engagement rate, obliterating its 11% goal (The Drum, 2022). Views poured in, landing page visits jumped 14%, and durability tool sales climbed 6%. At £0.04 per video ($0.052) and £0.005 CPM ($0.0065), it was dirt cheap for the impact received. 

Key Takeaways:

Bosch turned tools into a social knockout. Here’s the blueprint for your own win:

1) Demonstrate Product Value Through Competition

Bosch showcased their products’ benefits through visually engaging and relevant challenges, such as submerging tools in ice water or subjecting them to rough conditions. This strategy effectively demonstrated value in an entertaining and informative way.

When marketing your products, focus on creating memorable demonstrations that highlight key features in ways that are both visually striking and relevant to your audience’s daily experiences. Design challenges or tests that make your product’s benefits tangible and relatable, regardless of the industry you’re in.

2) Leverage Audience Dynamics for Engagement

Bosch’s campaigns successfully tapped into existing dynamics within their target audiences, such as inter-trade rivalry and the evolution of technology adoption. This approach created compelling content that resonated with viewers and encouraged participation.

As a marketer, consider how you can identify and utilize natural dynamics, rivalries, or points of pride within your target audience, regardless of industry. Use these insights to craft campaigns that spark engagement and encourage sharing across your customer base.

3) Employ a Multi-Faceted Content Strategy

Bosch’s success was bolstered by a diverse content approach, including teaser videos, audience polls, behind-the-scenes footage, and user-generated content. This strategy kept the audience engaged throughout the campaign and provided multiple touchpoints for interaction.

In your marketing efforts, plan for a variety of content types that support your main campaign message. Create supplementary content that adds value, encourages interaction, and extends the life of your campaign across different platforms and audience segments. This approach can be applied to any industry to maintain audience interest and drive engagement

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