DIY Pride
Ryobi
The Curve
From DIWhyers
To DIYers
Building pride to create 13 years of double-digit growth
Research told us that people who enjoy DIY experience a range of emotional benefits such as ‘pride’ and ‘joy’. We developed a long-term brand platform that taps into just how good it feels to DIY, with strong, distinctive brand assets to enhance customer recall.
Results
93%
prompted awareness
200
From 30 to 200 products on the shelves at bunnings
25k
The growth of the My Ryobi community to over 25,000 members