Everyone needs a place to retreat. A spot where the inner madness can be acted out. This place was invented by HORNBACH. And it's called "Man Cave".

The manliest place on earth - where whiskers grow on wood.

In this room HORNBACH made armchairs fly and beer flow through a hall. It brought the forest into a huge wheel and a fishing pond into a living room. Created and explained by an authentic quick-witted man who entertained the masses with anecdotes. But a good project also needs a serious core. The Man Cave projects function. There are no tricks. No double bottom. Users can download the construction guides on the microsite and they find each tiny screw in every HORNBACH Market.

This professional madness was spread all over the internet and revolutionized the genre of online tutorials.

Every fridays. At 2 pm. The Man Cave ruled the HORNBACH Facebook Channel. After the online community got used to this rhythm, it cried out to see the next episode already on Wednesday.

During 5 weeks this digital campaign was spreaded in different social media channels. On Facebook, YouTube, Instagram and Twitter all these heroic projects were broadcasted in a short video. On YouTube as pre-role ads, on Facebook the whole episode was shown, on Instagram 15 sec. versions of the episodes as loops and on Twitter as sponsored ads. First it was teased with a short trailer on these channels. Afterwards the full video of each project was published. Moreover there was a trailer shown in cinemas. In all these playouts was a link to the "Man Cave" microsite integrated. On this site people found all projects including the construction plans.

A campaign successfully built on HORNBACH´s passion for projects. DIY-fans were impressed by the projects presented, asked questions regarding the realisation and shared the Herrenzimmer episodes in their timelines.In total, the campaign reached 10.378.766 people.

Additionally, it achieved a huge level of brand engagement and the episodes have gone viral. The campaign´s success is reflected in 45.663 likes,17.484 shares and 9.217 comments for the HORNBACH brand. The number of posts increased by 663% in February, compared to the month previous to the campaign.

The opening rate of the newsletter (which linked to the microsite and HORNBACH store) even exceeded the industry benchmark by almost 6PP (25,78% vs. 21%).

75% of the viewers enjoyed the full 2.30 of the ads, resulting in 27million media impressions of which nearly half where gatherd organcially through execptionally high shares and likes of our audience.

Once again, HORNBACH proved that they can inspire their DIY-fans