Craftsman: CRAFTSMAN ACROSS AMERICA

Credits & Description:

Category: Best Use of Social Media

Advertiser: CRAFTSMAN

Product/Service: TOOLS

Chief Creative Officer: Ken Erke (Y&R Chicago)

Creative Director: Jon Eckman (Y&R Chicago)

Art Director: Richard Fischer (Y&R Chicago)

Art Director: Ryan Boblett (Y&R Chicago)

Copywriter: Evan Thompson (Y&R Chicago)

Copywriter: Brad Harvey (Y&R Chicago)

Producer: Luke Rzewnicki (Y&R Chicago)

Head of Integrated Production: Brian Smego (Y&R Chicago)

Media placement: Blog - Online - May 1, 2010

Media placement: Social Media - Online - May 1, 2010

Media placement: TV - various local news outlets (free) - May 2010



Summary of the Campaign

Craftsman’s share of the Lawn & Garden category was slipping due to a misperception of being less-durable than the competition. Even Craftsman’s exclusive Hand Tool lifetime guarantee couldn’t halo cross-category to increase sales.



The challenge was clear: find a way to prove that Craftsman’s L&G equipment was just as “Craftsman Tough” as its hand-held cousins, in order to win back the hearts of the DIYer and reverse the sales decline.



So Craftsman moved its 2010 Tractor durability tests from the lab to the streets with Craftsman Across America: A 3,150 mile test of endurance for both man and machine.

And with stops at 25 Sears HomeTown Stores along the way, many rural Americans – the L&G prime prospect – had the opportunity to see it firsthand.



Over 99 days, our driver would bisect the country documenting every gruelling mile for the world to see.

To get the word out, Craftsman relied almost exclusively on social media and localized PR efforts.



Sales responded immediately with a whopping 20% increase YOY.

A combination of live and online PR tactics resulted in over 19 million PR impressions.



Craftsman, an all-American brand, reconnecting with America at 7 miles per hour.



The Situation

Since 1927, Craftsman has built its reputation as having the toughest tools money can buy.

Craftsman hand tools are so tough in fact, they’re backed by an unconditional lifetime guarantee.



But recent sales for Craftsman L&G were declining because some DIYers failed to recognize that Craftsman’s L&G equipment shares the same DNA as the hand tools –just as tough, and just as ready, to take on any job.



The challenge: find a way to prove that Craftsman’s L&G equipment was just as “Craftsman Tough” as its hand-held cousins to win back the hearts of the DIYer and reverse sales decline.



The Goal

Three primary objectives were used to evaluate success:



• Grow Craftsman Lawn & Garden sales by 10%

• Engage 10 million people via PR and earned media efforts

• Continue to build Consideration and Relevance for the overall brand



Rural America is at the heart of the L&G target. Fortunately for Craftsman, Sears HomeTown Stores are centred in these rural communities to serve their specific needs – including Mower and Tractor sales and service. However, given Craftsman’s awareness and sales challenge, we recognized that landowners and DIYers weren’t racing to their local Sears to purchase a Craftsman Mower or Tractor.



The Strategy

To get the word out, Craftsman relied on CraftsmanAcrossAmerica.com built on the posterous.com platform and integrated into Facebook and Twitter where interested followers could chart Lucas’ progress across the country. A short documentary of Lucas during his pre-trip preparations was uploaded onto YouTube for those who wanted a deeper look at Craftsman’s human hero.



As Lucas approached each of the Sears HomeTown Stores scheduled along his route, he would announce the date of his visit to encourage local fans to come out to meet him and ‘Cash.’ The Sears store turned into a welcoming pit-stop where people could test drive the famed ‘Cash’ and shake hands with Lucas. During these community celebrations, localized PR efforts optimized the news through free media, including regional newspaper, radio and nationally affiliated TV placements. The journey culminated with an appearance on a Fox morning show and a victory lap around CitiField that evening.



Execution

Equipped with cameras, web-enabled devices and lots of sunscreen, Lucas was determined to prove that Craftsman builds the most durable Tractor on U.S. soil.

Paired with “Cash”, the Craftsman Tractor, Lucas set out in May from the Santa Monica Pier to spend his summer bisecting the country. Making stops at 25 Sears HomeTown Stores along the way, many rural Americans – the L&G prime prospect – had the opportunity to see it firsthand.



In August, as they closed in on the finish line at the Brooklyn Naval Yard, Lucas and ‘Cash’ were featured on the nationally televised Fox Morning Show. Later that day, they had the privilege of taking a final victory lap at CitiField, just prior to a New York Mets’ game. As they crossed home plate, Craftsman donated to National Parks and Recreation in appreciation of the warm welcomes received throughout the U.S.



It was a gruelling 99-day, 3,150-mile challenge.



Documented Results

Three primary objectives were used to evaluate success:



• Grow Craftsman Lawn & Garden sales by 10%

-Craftsman doubled their goal to a whopping 20% sales increase VYA

-Though not an original objective, but was impressive was that some Sears HomeTown Stores saw a same store increase of 220% - 280% VYA



• Engage 10 million people via PR and earned media efforts

-A combination of live and online PR tactics resulted in over 19 million PR impressions.

-Total Local PR: 6,056,158

-Fox & Friends Finale: 3,275,553

-All other, including online: 10,118,813

-Total PR impressions: 19,450,524



• Continue to build Consideration and Relevance

-Not only did Craftsman boost Consideration (+ 5 points) and Relevance (+2 points), they also increased the perception of Quality (+5 points), an incredible feat for a brand known as the toughest tools on the market.