Challenge:
Reach a new audience for professional tool brand, Crescent, with the introduction of an all-in-one product for light DIYers
Fresh Perspective:
- Position OddJob as a must-have “kitchen drawer” tool and tap into holiday gift-giving seasonality
- Engage industry media at National Hardware Show
- Reach a different breed of consumers through bloggers they already trust
Authentic Approach
UNVEIL ODDJOB AT NATIONAL HARDWARE SHOW
- Connected with industry trade media to unveil new product and explain its role in brand platform
- Issued official announcement to national mainstream media
ENLIST HIGH-PROFILE BLOGGERS TO HOST GIVEAWAYS
- Uncovered bloggers who already write about light DIY projects and reach our intended audience: women 25-54
- Provided bloggers with a first look at OddJob to write a product review and host giveaway
- Made all story assets readily available: photography, videos and a microsite
Meaningful Impact
- Generated blog reviews and giveaways, resulting in 4.9 million online impressions, 539 reader comments and more than 900 contest entries
- Secured traditional coverage in Men’s Health, Popular Mechanics and The Hardware Connection, among others
- Drove more than 100,000 unique visits to the product microsite
- Exceeded product sales goals by 5% and opened the door to selling the product internationally
