Dremel: making international content work
We had the opportunity to work on international content for Dremel across the entire EMEA region. The challenge was to design and create content that resonates with diverse target audiences and personas in more than 14 languages.
Personas: Know Your Audience
Dremel had long relied on various defined personas but was creating a single type of content for all of them—essentially one-size-fits-all. While this content was celebrated internally, it fell flat with the audience, resulting in low impact and minimal engagement. gr8 developed several storylines featuring real “makers,” weaving in diverse topics relevant to different user groups. This approach ensured that the content resonated more deeply and authentically with each audience segment.
Real people, real stories. That was the starting point for Dremel’s content creation. Motorcycle builder Daan Borsje and Fashion Tech Designer Anouk Wipprecht shared their stories: “What can you do with a Dremel?” These two hero stories served as the foundation for hub & hygiene content. Each piece was tailored to the right audience, from absolute beginners to seasoned DIY enthusiasts. To make the content EMEA-proof, we adapted it for each country, aligning with local preferences and content needs.
Films about these two collaborations can be found here:
Content that grabs the audience
The content hit the mark—and how. Not only did the audience become fans, but Dremel’s local Business Units also fell in love with the stories. The campaign materials sparked conversation with the audience. From Russia to Korea, from South Africa to America, the content was embraced everywhere—even by external media, without any paid placements.
Do you also work on an international level with content that needs to resonate with audiences worldwide? We’d love to think along with you!