Dremel's You Got This Campaign Speaks to Gen Z & Millennials
Laura McQuarrie — April 11, 2022 — Art & Design
References: dremel & prnewswire
You Got This is a new campaign from Dremel that directly speaks to Millennial and Gen Z consumers who want to feel confident, creative and empowered when it comes to taking on do-it-yourself projects big and small. 64% of young consumers say that they are more interested in home improvement now than before COVID-19 and nearly 40% reported that their lack of confidence gets in the way of starting on DIY projects.
This campaign recognizes that these demographics are extremely creative and have been educating themselves for years but they lack confidence when it comes to taking on tasks at home. The new ad campaign is kicking off with a series of short spots that showcase activities like polishing thrifted finds or removing a nail to hang up a vintage mirror.
This campaign recognizes that these demographics are extremely creative and have been educating themselves for years but they lack confidence when it comes to taking on tasks at home. The new ad campaign is kicking off with a series of short spots that showcase activities like polishing thrifted finds or removing a nail to hang up a vintage mirror.
Trend Themes
1. DIY Home Improvement - The rise of interest among Millennials and Gen Z in DIY home improvement projects presents an opportunity for companies to cater to this market through products and services that promote self-empowerment and creativity.
2. Educational Home Improvement - Consumers are seeking sources of education and knowledge to help them improve their homes, presenting an opportunity for companies to create educational materials and services that bridge the gap between interest and action.
3. Confidence-building Initiatives - Companies can create campaigns and initiatives that focus on empowering and building the confidence of consumers who are interested in home improvement but have not yet taken action.
Industry Implications
1. Home Improvement Retailers - Home improvement retailers can capitalize on the increased interest in DIY projects and lack of confidence among Millennials and Gen Z by developing educational resources and services that cater to this market.
2. Online Learning Platforms - Online learning platforms can offer courses and guides on DIY home improvement, presenting an opportunity to provide a valuable service for consumers seeking knowledge and confidence in this area.
3. Brands Offering DIY Products - Brands offering DIY products can create campaigns and initiatives that focus on empowering and building the confidence of consumers who are interested in home improvement but have not yet taken action, while promoting their products as tools to facilitate these projects.
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