Goals and objectives
”XL-BYGG” is one of the biggest chains of hardware stores/lumber yards in Sweden. The market is saturated with all competitors communicating in similar ways, price point being king. Having a solid local presence, XL-BYGG has long seen that associations and organizations all over Sweden need help with construction projects, which they do not have the opportunity or financial means to carry out themselves. That became the spark that started a small initiative but with a huge heart - XL-Hjälpen (”XL-Aid”) in 2019.
A deserving corporate sponsorship initiative that had been around for years, but that most people did not know existed, or that it was connected to XL-Bygg. This is where Bonnier News Brand Studio (BNBS) came in, planning a full-year transformative/communications strategy.
The mission was built around an all-year marketing campaign with the initiative XL-Hjälpen at the centre, and the extra mission to boost the brand XL-Bygg as well. The objective was to clarify and spread the project's knowledge, create a sense of honor and pride, and make the connection between XL-Hjälpen and XL-Bygg. Externally to the consumer, but equally important internally throughout the organisation. BNBS created a strategy in 4 phases from January to December, educating about XL-Hjälpen, boosting XL-Bygg and keeping the brands updated and top of mind.