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Making Mitre 10 the Netflix of DIY.

Our Challenge

How-to content makes up a large portion of what people watch online, and when it comes to DIYers, the internet is the first place they turn to figure out how to do something themselves. Could an owned content play build an audience not currently being reached through traditional advertising and sponsorship; and increase brand awareness?

Our Story

To help Mitre 10 become the go-to source of knowledge and inspiration for NZ’s DIY culture, we helped them create a purpose-built digital platform.The Mitre 10 OnDemand platform houses a range of content aiming to inspire, inform and equip viewers with the right tools for their next DIY project. This includes a never ending amount of ‘Easy As’ how-to videos, long-from content series like ‘Tiny House’ hosted by George Clark and ‘Local Legends’ which celebrates all the makers in our communities, right through to room renos and tool tips.

Most Viewed and Subscribed NZ brand on Youtube
Minutes spent watching
Average sales lifts of products featured
Gain in full year profit for 2017
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