As HORNBACH is known for its passion for projects and a fair share of madness. It is the German Institution/Establishment for DIY competence.

Online tutorials that show how to install a shower or to lay tiles are totally fine. HORNBACH has been doing this for years. But the Internet is craving for cats driving a truck or dogs playing paintball.

Our solution: Combining tutorials and loopy projects. Because everyone has a desire for the unnormal that breaks with routines. This was the inception of the "Man Cave" - the revolution of the online tutorial; a DIY series in the footsteps of Netflix.

The video content-format "Man Cave" was displayed on different social media channels. Every medium was used at its best and the content was adjusted to specific features of each medium. In the HORNBACH Facebook group we showed the whole episodes to the existing community. By Facebook Ads we gained new target groups. On YouTube we showed pre-role ads, and on instagram 15 second loops of each project. First it was teased with a short trailer on these channels. Afterwards the full video of one 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.