A hands-on online campaign, far above the benchmark

A cashback campaign with exactly the right tools

A multitool brand knocking on the door of a multidisciplinary agency? That’s a perfect recipe for a strong match. Dremel wanted to give its new, smart, brushless, and ultra-powerful multitool a flying start, and launched a cashback campaign to do just that. But how do you make sure the right audience actually sees the message? That’s where GI came in: to reach exactly the right people online, with exactly the kind of content that gets them excited.

Sharpening the strategy to perfection

The Dremel 6280 is the world’s first smart, brushless multitool: a true global first. That makes it perfect not only for dedicated DIYers and attic hobbyists, but also for professional makers. It’s far from your average tool, and designed for a broad audience. So, together with Dremel, we started by defining and refining the target group. Because knowing who you’re looking for helps you know exactly where to find them. Our advice to Dremel? Use Google Ads and display banners as push channels. Within those, we targeted the in-market audience based on predefined interests. Shaping a fully polished strategy.

Data makes all the difference

You wouldn’t start building without measuring first, so of course, this tailored campaign came with some precise measuring, too. Forecasting how your campaign will perform doesn’t just provide clarity on things like budget - it also gives insight into expected outcomes. That’s why we defined clear KPIs and established benchmarks for the minimum performance we aimed to achieve.

Assembled the right way

A solid strategy is essential - but it’s far from the only thing you need for a powerful campaign. In fact, 50 to 80% of a campaign’s success depends on the content. That’s why we developed compelling copy for Google Ads, created targeted content for display banners, and crafted materials tied to the campaign. All with a keen eye on Dremel’s existing branding and a focus on persuasive text and visuals.

We also mapped out the full flow, delivering content for key touchpoints like the landing page and newsletter. Once all content got the green light, we launched the campaign. However, the job wasn’t done just yet…

Keeping a close eye on things

It also called for a bit of hands-on management. The campaign was continuously monitored and adjusted to make the smartest use of the available budget. After all, if you’re running a cashback campaign, you want to get the most back for your investment too! For example, we reallocated costs to optimise SEA performance. Fortunately, the results were promising right from the start—the campaign was already outperforming benchmarks before the first evaluation.

A flawless finish

Once everything was launched and closely monitored, it quickly became clear: our job was more than done. In the Netherlands, the email newsletter reached an open rate of 51% - compared to the benchmark of 18.63%! Click-through rates also exceeded expectations, both for the newsletter and for the Google and display ads. Solid proof that our content hit exactly the right note with the target audience.

And once people clicked through, they stuck around. Dutch visitors spent an impressive 4.19 minutes on the landing page, while our neighbours in Belgium even spent 6.13 minutes on the website!

In short: we used exactly the right multitools to deliver the results Dremel was looking for. Mission accomplished!