The tool manufacturer Halder was still not reaching enough potential users within the relevant target audience. Therefore, awareness had to be heightened, based on the assumption that once the target audience learns how good our products really are, they will buy them. In this community, it’s all about word-of-mouth marketing and authenticity. Tradesmen generally don’t have time; their way of talking is fast and direct – and so was our campaign. We implemented all of this with user-generated content (YouTube videos) and paid media in social media channels with links to a landing page as well as social selling to the online shop.