Dive Brief:
- Tool brand Fiskars launched a campaign that calls on makers to "Shape Your World" by building the spaces they want to inhabit, according to information shared with Marketing Dive. The effort includes digital ads, a social media push, a real-world activation and a sweepstakes. The digital and social media messaging promotes the idea that creativity can empower people to "shape their world" and find happiness through do-it-yourself building and crafts.
- To push this message in person, Fiskars partnered with the Renegade Craft Fair for activations at fairs in cities across the country. At the events, a tiny home will showcase projects that demonstrate how Fiskars tools can be used for DIY household activities.
- To promote the effort, Fiskars will partner with social media influencers to host interactive workshops for crafters. Chris Lambton and the Crafty Lumberjacks appeared at the New York event in June. The brand is also running a sweepstakes in which three winners will receive a cash prize and a Fiskars Tool Package.
Dive Insight:
By tying its tools to the tiny house lifestyle, Fiskars is appealing to the modern DIYer and crafter, two audiences that increasingly are made up of millennials. With the increasing cost of real estate and the growing popularity to live more sustainably, tiny homes are more popular than ever and, once again, millennials are partially responsible for the momentum behind the trend. In fact, more than half of American would consider living in a house that is less than 600 square feet and 63% of millennials would consider doing so, according to data from the National Association of Home Builders.
Finnish company Fiskars launched in 1649 as an ironworks and has since become a global consumer goods brand. The company rebranded earlier this year with the tagline "Making the everyday extraordinary," and debuted a modern new logo, according to a report in The Drum. This combination of rich history and modern aesthetics gives the brand cache among the artisanal set, looking for quality materials to use to build their own lives. The "Shape Your World" message plays right into the DIY mindset, and telling the story at the Renegade Craft Fair will help drive awareness and social media chatter.
Fiskars isn't the first brand to capitalize on the popularity of tiny houses. Dunkin' Donuts created a tiny home pop-up that ran on used coffee grounds last year. Consumers could visit the tiny space and drink free coffee and play games in Madison Square Park. The brand even ran a sweepstakes for the chance to win a night's stay in the traveling tiny house in Massachusetts through a partnership with Airbnb.
