Outside the key markets, Husqvarna is a company mostly unheard of as robotic lawn mowers are rare. Therefore, the market-leading position needed to be solidified globally. To strengthen the brand image as a sustainable pioneer, the campaign needed to demonstrate technical edge yet strike a chord emotionally to drive Husqvarna’s brand top of mind for consumers.

The objectives of the campaign were to:

- Raise awareness of Husqvarna’s robotics division.

- Connect the Husqvarna brand with a new audience, mainly a modern tech audience.

- Generate discussion regarding our perspective on the “perfect lawn” and create actual value for pollinators in cities.

- Generate coverage beyond garden and home-focused outlets.

- Increase brand associations with advanced technology and climate awareness.

- Demonstrate how advanced Husqvarna’s robotic lawn mowers distinguish themselves from the competition and justify the higher price premium.

The idea is as simple as it is ambitious, creating the largest nature reserve in Europe – one lawn at a time. We created an innovative feature that took the fight to the backyard. Literally. Rewilding Mode is the world’s first feature designed to rewild private gardens to let pollinators thrive. Thanks to a strong partnership with Husqvarna’s engineering team, we transformed 245,392 robotic lawnmowers worldwide into environmental warriors. Using advanced radar technology, we set the mowers to leave 10% of each lawn uncut, creating a sanctuary for pollinators. Beyond mere lawn care, this innovation was a testament to Husqvarna’s commitment to sustainable technology. It also activated the consumer by turning them into the hero and instigating a discussion around what a perfect lawn actually looks like. By enabling people to participate actively, we strengthened the bond between customer, product, and brand – illustrating how technology can promote environmental stewardship.

Rewilding Mode flips the script on what a perfect lawn looks like. Robot lawn mowers were accused of being the new enemy to living gardens, by creating green deserts. We used this conflict to spark attention spark conversation and create attention from the user, media – and pollinators. The key message was to help Husqvarna build Europe’s largest nature reserve.

The PR strategy prioritized earned media to reach the audience at their preferred sites and sources, which leaned heavily toward tech media. The main asset to bring Rewilding Mode to life was a fairytale-like film, unlike anything Husqvarna had ever done, that would generate earned engagement.

We also collaborated with UK gardening expert Tom Massey, creating a 10-step guide on how to care for rewilding zones to spread the knowledge further. Massey was an important PR asset, opening doors to important lifestyle and garden media outlets.

The new update was seamlessly integrated, driving increased customer engagement in the app. It was released in early spring, allowing users to activate it by summer. We worked with engineers and environmental experts alike to ensure maximal impact. The global launch included films in key markets, generating attention in both traditional and tech media. Users were also given gardening tips developed in collaboration with garden expert Tom Massey.

The films were shared on YouTube, educating viewers on the update’s environmental benefits. This was boosted with additional media placements at Meta platforms but with a very limited budget, it was only to gain additional attention to the website and hero film. The boost was timed around two weeks after the launch. The focus was earned media to reach the audience at their preferred sites and sources. A second media outreach was done during the International Day for Biological Diversity.

The real win? Over 1,000,000 square meters of lawn have transitioned into habitats for pollinators – a number that grows daily. The work contributes value to existing customers’ gardens by creating new, rewilded zones for pollinators. It gave them a story to share with family and friends, which further increased brand affiliation and recognition within their communities.

Rewilding Mode sets an example for the industry of how to innovate to counteract the externalities of one’s product. It also instigated new discussions about perfect lawns, effectively distinguishing Husqvarna from competitors.

Featured in over 200 major outlets, such as Fast Company and Forbes, it has touched over 312 million people across 20 countries. The campaign achieved a PR value of 94 million SEK. Notably, 8.5 million customers were engaged and over 3 million viewed the YouTube film. The feature is highlighted at vendors and is now standard on all compatible Husqvarna mowers.