ALLPOWER Brand Strategy


The Brief

ALLPOWER are one of the largest distributors of professional and domestic grade outdoor power equipment in New Zealand and Australia but were struggling to compete against the big players in the market. MANBRANDS were asked to devise a digital strategy to generate consumer knowledge and brand awareness in order to drive more people in store and online.

The Solution

ManBrands launched three Facebook company pages and formulated individual brand identities for ALLPOWER’s largest brands – Echo, Shindaiwa and Gravely - whilst leveraging the existing ALLPOWER Facebook page to direct potential customers to the new company pages. Dynamic, original and targeted content was then developed for each brand’s page to engage the respective audiences. We then used lead generation applications to run strategic social media promotions designed to build a robust database for Electronic Direct Mail (EDM) remarketing in conjunction with SEO and SEM.

The Result

Within six months, the four pages grew by 14.7k users with a total reach of 1.7 million people, 190k+ engagements to the specific target markets, 700k+ video views.