Our strategy began with launching the first TikTok channel account for any STIHL brand globally, positioning it as a discovery engine for extreme sports and outdoor audiences. We focused on delivering:

• Athlete-first content: Highlighting individual disciplines and personalities to educate and engage new followers.

• Platform-native storytelling: Short-form, low-fi content that aligned with TikTok trends while showing the sport’s physical and technical elements.

• Behind-the-scenes access: Training camps, athlete prep, and mic’d-up content brought viewers closer to the action, increasing authenticity and connection.

• Event coverage: Real-time storytelling from key moments across the TIMBERSPORTS® calendar including the British Championship and World Championship.

• Paid media support: For the first time, media spend was used to promote the World Championship, targeting key global regions identified through historic TikTok data.

• Influencer collaboration: Partnered with The Padded Seat to introduce the event experience to a wider lifestyle and hospitality audience, creating crossover appeal beyond sport.

All content was designed to be modular and reactive, maximising reach while building familiarity and community.