Campaign for Husqvarna's dealers

Assignment: increase sales in store

Husqvarna’s goal was to help their dealers increase their visibility and attract more customers to the physical stores. Appelberg was tasked with developing a campaign proposal where Husqvarna dealers become top-of-mind in their local area, to increase in-store sales of garden products and chainsaws. The campaign proposal needed to be suitable for implementation for all Husqvarna dealers, regardless of their geographic location and the size of target group.

”We have had several customers come in and ask about the campaigns they saw on social media, thanks to our advertising.”

Fanny Stenberg, BSM Haparanda & Kalix, Sweden.

Solution: campaign tailored to local markets

The solution was a pilot campaign on Meta’s channels in which 29 Swedish retailers participated. In order to get as large a local connection as possible, the retailer’s own Facebook page was the sender, and the text, image and video ads were locally adapted.

Since the focus was on increasing the number of visitors to the retailers’ physical stores, rather than to a website, the address and store name have received a lot of exposure in the ads. It was important to find a concept that could easily be scaled up and taken to multiple markets to help more retailers in other countries.

”We usually have a lot to do, but it has been extra busy this spring and demand has really increased since the campaign went live."

Jonas Axforsen, Dala Agricultural Machinery, Sweden.

Result: wide reach among the local residents

The pilot campaign in 2023 resulted in high engagement and widespread distribution of the ads among the local residents of each location. Both Husqvarna and the local dealers were very satisfied with the results of the campaign and the effect it had.

This has resulted in recurring campaigns in Sweden and in several European markets such as Poland, Norway, France, Austria, Germany and the UK. The feedback from retailers has been very positive, partly for the effect they see in the stores with increased sales around the products in question, but also for the support and help they get with increasing their visibility on social media.