Husqvarna is a global manufacturer of premium garden and forestry equipment. With over 15 years in the market, the brand has built a strong reputation as a technology-driven leader in its category. Demand in this segment is highly seasonal, peaking between April and June, when competition intensifies, and every impression matters. Husqvarna aimed to strengthen its market position during these critical months.
We focused on a media-led strategy to rapidly increase brand awareness, attract new customers, and drive seasonal sales. A structured and systematic approach enabled the campaign to outperform its initial targets.
Strategy and Challenges
Campaign period: April 14 — June 14, 2025
Challenges
- A short peak season with no time for A/B testing
- High competition from both international and local brands
- Low digital visibility, particularly in the lawn mower category, compared to brands with extensive dealer networks
- Rising CPC and CPM during peak season
- Ad fatigue caused by repetitive seasonal content
Goal
We aimed to increase brand awareness, reach a broad audience of private property owners, and drive sales during the peak season.
Comprehensive Strategy
Within a short seasonal window, success depends on precision, speed, and consistency.
Key strategic elements:
- Peak-season focus. Leveraging demand as the primary growth driver
- Clear messaging. Highlighting premium quality, innovation, product range, reliability, and promotional offers
- Precise targeting. Private property owners and gardeners aged 25-60 with an interest in lawn care and seasonal equipment
Execution
Tech Stack
- Facebook Ads — audience engagement and demand generation
- DV360 — scalable reach
- Google Analytics — performance tracking and optimization
Creative
We applied a unified creative concept across both static and HTML formats.
Campaign tagline:
“Your Dream Lawn — Made by You”
The message emphasized ease of use and empowerment, reinforcing that creating a perfect lawn is achievable without professional assistance.
Implementation Steps:
- Launched campaigns across Facebook Ads and DV360
- Gradually optimized bids and targeting throughout the campaign
- Used promotional pricing as the primary conversion driver
Results
A systematic approach allowed us to exceed KPIs and build a strong foundation for sales growth.
Key Performance Indicators
- Reach: 1.36M+ users
- Impressions: 5.5M+
- Clicks: 15,122 (2.5× above target)
- CTR: +116% increase (0.13% → 0.27%)
- CPC: -58% decrease
Monthly Performance
- April: 1.2M impressions, 0.34% CTR (2× above target)
- May: 3.1M impressions, 0.26% CTR
- June: 1.1M impressions, 0.22% CTR
Audience engagement remained strong throughout the entire campaign period.
Performance
The campaign exceeded all key performance benchmarks. Higher CTR, lower CPC, and sustained engagement confirmed the effectiveness of the creative approach and ongoing optimization.
Even in a saturated market, the campaign delivered results above expectations. A combination of precise targeting, clear messaging, and real-time optimization ensured strong engagement and efficient media investment throughout the compressed season.
Project Team
Husqvarna:
- Viacheslav Shkolenko, Marketing Specialist
MixDigital:
- Viktoriia Zuban, Senior Account Manager
- Yuliia Noraieva, Middle Media Buying Specialist
- Anna Ovdii, Middle Media Planner
- Eduard Andriushchenko, Junior Media Planner
Let us build a media campaign that delivers results — even in the most competitive environments.
