Aleve Launches Project DIY Campaign Featuring HGTV Stars and Social Media Influencers

Bayer’s Aleve brand has launched a new marketing campaign titled Project DIY to target the growing segment of homeowners engaged in labor-intensive renovation projects. Featuring HGTV stars Jenny and Dave Marrs, the initiative positions pain relief products as essential tools for home improvement alongside traditional hardware. This strategic move highlights the intersection of the healthcare and home improvement sectors as brands seek to capitalize on the high volume of DIY activity among homeowners.

Aleve, a brand under the Bayer umbrella, has partnered with Fixer to Fabulous stars Jenny and Dave Marrs for its Project DIY campaign, which is set to run through the summer across digital, social, and Walmart retail channels. The campaign is built around the Marrs renovating a family’s back porch to make the space more functional, with promotional content showing the duo unpacking Aleve alongside traditional supplies like tape and levels. This effort is part of the larger Feel Aleve brand platform and aims to position pain relief as a necessary component for completing physically demanding home tasks.

The campaign is grounded in consumer data showing that over 25% of pain relief buyers identify home improvement as a primary hobby, while approximately 75% of all homeowners attempt some form of DIY project. To maximize reach, Aleve is collaborating with various DIY-focused creators, including Imani Keal and Liz Hartmann, who share original social content featuring the product during tasks like installing railings or hanging kitchen cabinets. By combining the star power of HGTV personalities with social media influencers, the brand seeks to connect with homeowners who are currently planning or executing renovation projects.

This initiative reflects broader trends in the home improvement market, where social media serves as a major driver for project spending. Data cited in the report indicates that 30% of millennial and Gen Z homeowners increased their project budgets by more than 25% based on content seen on social platforms. For Bayer, this targeted outreach comes as the company reported first-quarter group sales of €13.4 billion (roughly $15.6 billion), representing a 2.4% year-over-year decrease. By aligning with the DIY sector, Aleve attempts to stabilize its market position by becoming a staple in the high-growth home renovation environment.