Brands are usually tangible in touchpoints like communication or in-store-experience. But when it comes to web-shops, most brands loose their uniqueness and become all the same. The big question for HORNBACH – the most distinguished DIY store in Germany, well-known for its manic passion for projects: How can we transport our core to the uniform world of webshops? The answer was simple: By driving to our webshop in a way, only HORNBACH could. In early 2016 HORNBACH launched a weekly web-content-series: “HORNBACH Herrenzimmer” (HORNBACH´s Man Cave). A room where everything is possible. Where male fantasies become reality – as crazy as they might be. Five tutorials on five crazy projects with a list of materials and tools needed, that directly linked to the HORNBACH webshop. This revolutionary one-click-webshop-experience made HORNBACH’s passion for crazy projects tangible online and helped raise online-sales by 17%, pushing the overall sales by +2,5% for the whole quarter.