MACH MAL mit OBI
In order to introduce children between the ages of 8 and 14 to the fun of crafting and motivate them to try out cool projects themselves, we created a sub-brand of OBI called "MACH MAL mit OBI." For this, we developed a distinctive visual style that appeals to the target group with bright colors while highlighting the DIY spirit.
Since kids in this age group don’t watch much TV but spend a lot of time on YouTube, we launched a dedicated YouTube channel featuring popular influencers like Julia Beautx (+3 million followers), HeyMoritz (+1.6 million), and Jacob Beautemps (400,000). Every week, they present creative DIY ideas and clever tips and tricks — all wrapped up in entertaining episodes full of good humor, infectious energy, and exciting stunts. Each main episode is complemented by practical step-by-step tutorial videos. On the accompanying landing page, users can also download matching assembly instructions.
To reach the adults, we ran a multi-channel campaign including ads, radio spots, microsites, Pinterest content, PR stunts, and DIY instructions.
THE RESULT
- Over 110,000 subscribers
- Multiple industry awards
- 95% positive community feedback
Casefilm
Trailer
Episode (Example)
Thumbnails (Selection)
Landingpage: machmalmit.obi.de
Look
Pinterest
TVC
DIY instructions (example)
Community feedback
