TIMMER WOOD MASTERS

NAILING THE BASICS IN A LONG RUN BRAND PERSPECTIVE

CHALLENGED TO POP-UP A YOUNG BRAND ABOVE THE RADAR

Timmer was a “young” Bulgarian brand for professional wood care products trying to pop-up in a highly competitive and conservative category with plenty of mid-level products and a growing segment of specialized brands.

Quite hard formula to solve when you’re challenged to pop-up the brand above the highly competitive radar.

IF YOU WANT TO MASTER A CHANGE – NAIL THE BASICS THEN

Our strategic approach was to present Timmer as a woodcraft culture ambassador
reaching our core audience directly ONLINE with 100% digital presence with strong awareness and trust building formula:

TRUSTWORTHY concept + Inspiring brand OWN TERRITORY + Brand CONSISTENCY in the long run + INFLUENTIAL opinion leaders + BRANDED content

And all that – packed with a differentiating concept.

Scope or how the positioning converted to actions:

Own communication TERRITORY
IDENTITY pack and consistent visual style
Brand EXPERIENCE crafted for the specific audiences
Edutainment and CONTEST format – concept, challenges, script, production
Real OFFLINE master work -> ONLINE exposure and reach
DIGITAL long-term project development – concept, organization, creative, production, planning and execution

TIMMER WOOD MASTERS – THE FIRST DIGITAL WOODCRAFT FORMAT…

Based on 2 level strategy:

Level 1:

DIY & CRAFT culture is growing and our audience is part of this trend. So we created authentic, non-branded DIY and CRAFT culture FB channel “HANDY”– our ground for craft ideas, user generated & branded content.

We launched HANDY with useful and easy “HOW TO…”content attracting the relevant audience in a short term.

Presenting TIMMER WOOD MASTERS – the first digital wood craft reality competition in partnership with HANDY

Wood crafting in Bulgaria attracts diverse crafters and has its traditions, but not regarding the online exposure of the topic. Our TIMMER WOOD MASTERS competition campaign aimed at exposure and branding of the wood DIY territory.

TIMMER BRAND IN THE SPOTLIGHT…

Sustainable entertainment format based on a vision for a long run development.

Timmer Wood Masters 2020

“Craft something out of nothing”

2020 marked the start with the “Craft something out of nothing” challenge. Four professional woodworkers, using their skills, inspiration and different Timmer products, have created four unique woodcraft products competing to become the FIRST TIMMERS WOOD MASTER OF BULGARIA!

Timmer Wood Masters 2021

“Back in the game” – bringing new life to old furniture

Second consecutive year in the game – this time bringing new life to old furniture with master skills and Timmer products & following Reuse – Reduce – Recycle trends.

After the end of the competition, the renovated furniture was offered for sale and raised a certain amount in donations to support the National School of Applied Arts “Trevnenska Shkola” – Town of Tryavna.

Timmer Wood Masters 2022

“Master Classes”

In 2022, the event returned with a mission to impart knowledge to amateur woodworkers how to complete various projects step by step.