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