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Dive Brief:

• Aleve, a Bayer brand, launched a do-it-yourself, home renovation-inspired campaign featuring Jenny and Dave Marrs of HGTV’s “Fixer to Fabulous,” according to a press release.
• The campaign, which began in May, will run through the summer across digital, social and Walmart retail channels. It includes a number of DIY-focused creators and will span Aleve-owned and partner social channels.
• Over a quarter of pain relief buyers say they consider home improvement to be a hobby of theirs, per insights cited in press materials. The social media-forward campaign is intended to position pain relief as just as essential to labor-intensive projects as tools.

Dive Insight:

Home renovation is incredibly popular, with 75% of homeowners attempting some sort of DIY project. Both HGTV and social media have greatly impacted the DIY space. Aleve is combining the two as it looks to reach = homeowners who are attempting or plan to attempt a home renovation project. “Project DIY” is part of the larger “Feel Aleve” brand platform. 

The campaign is built around the Marrs renovating a family’s back porch to make the space more functional. An Instagram teaser for the project shows Jenny and Dave unpacking a Walmart bag full of supplies, such as tape, a level and a box of Aleve. “Project DIY” will also feature original social content from the Marrs. Other videos posted to the brand’s Instagram page show off DIYers such as Imani Keal and Liz Hartmann using the pain reliever so they can finish projects like installing a railing or hanging kitchen cabinets. 

Social media has proven to be a driver of DIY purchases, with 30% of millennial and Gen Z homeowners increasing project spending by over 25% based on content they saw there. 

Bayer reported a first quarter group sales of €13.4 billion, approximately $15.6 billion, a 2.4% year-over-year decrease, per a quarterly statement.