Clas Ohlson

Clas Ohlson wanted to strengthen its brand among a younger audience – specifically Gen Z – by highlighting the breadth of its product range. The goal was to lower the barrier to entry for home improvement and position Clas Ohlson as a go-to partner for everyday projects. Ingager was tasked with developing a creative concept, producing the content, and ensuring it reached the right audience across formats like YouTube Shorts, TikTok, and Instagram Reels.

Brief

On platforms like TikTok, niche communities and subcultures play a big role in shaping content and engagement. Clas Confidence – a concept built around the idea of giving people the confidence to start home projects. By embedding Clas Ohlson into relevant community contexts, we made home improvement feel more approachable, relatable, and fun.

Concept

We created and produced content tailored for YouTube Shorts, TikTok, and Instagram – with a strategy rooted in the existing communities on each platform. By tapping into spaces like DIY, gaming, fitness, and self-development, we met Gen Z where they already are, on their terms. Through a mix of creators with different skill levels and native content formats, the campaign showed that you don’t need to be a pro to get started – just confident enough to try.