STIHL Inc. Unveils New "Real People STIHL People" Campaign

Real people share their stories about how STIHL products impact their lives

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Apr 02, 2014, 01:00 ET

VIRGINIA BEACH, Va., April 2, 2014 /PRNewswire/ -- STIHL Inc. recently launched "Real People STIHL People," a multi-agency integrated marketing effort that highlights the shared values and common traits of STIHL customers and fans. The program celebrates and shares the strong connection people have with STIHL products and dealers.

Real People STIHL People features the stories of real STIHL fans – those who build, sell and use STIHL products – and demonstrates how these tools make a meaningful impact on their lives. The campaign uses a comprehensive multi-platform approach, designed to engage fans and users and encourage them to share their own STIHL stories at RealSTIHL.com and on social media with #RealSTIHL. Early results have been overwhelmingly positive, with hundreds of fans adding their stories as the campaign has rolled out.

The program began in March with the launch of a dedicated website, a unique online application, social media promotion, and national advertising. In total, more than 40 different TV iterations will air and be supported with digital search and display, regional print customizations, radio, customized in-store material, dealer website integration and more.

"Real People STIHL People encompasses the most complex program in our history to find, collect and share stories from our millions of STIHL fans," said Jackson D'Armond, marketing communications manager for STIHL Inc. "Their stories have helped build the STIHL story, so we will feature many of them in Real STIHL national print, online and TV advertising, as well."

Among those being featured is firefighter Dan Eddy who uses STIHL products on a daily basis at home and at work. Eddy says he needs the best product available to get the job done right every time, "The way I look at it, we're trusting that equipment to save lives, so the last thing I need to do is grab a piece of equipment that I don't believe in."

Importing into America since the 1930s and manufacturing in America since 1974, STIHL has inspired a passionate and devoted following of enthusiasts whom, whatever their background, depend on the quality, power and innovation that STIHL products provide. "These people have remained brand loyal to STIHL over the years, and they have helped to make STIHL the number one selling brand of gasoline-powered handheld outdoor power equipment in America,"* said D'Armond.

The Real People behind the scenes of this campaign include the company's cadre of agencies who work closely together to cover the many disciplines necessary to ensure success. The unique inter-agency model demonstrates creativity, collaboration and dedication between several agencies, including, GWA, IMRE, Meridian Group, PowerChord, Red Letter Communications and Winsper, in addition to the internal STIHL team.

To see all of the Real People STIHL People stories, visit RealSTIHL.com.

For more information about STIHL Inc., visit stihlusa.com/.

*A majority of STIHL powerheads are built in the United States from domestic and foreign parts and components. "Number one selling brand" is based on syndicated Irwin Broh Research as well as independent consumer research of 2009-2013 U.S. sales and market share data for the gasoline-powered handheld outdoor power equipment category combined sales to consumers and commercial landscapers.

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