DeWALT, the internationally known brand, commissioned Lionhouse to create a launch programme for new Footwear and Workwear initiatives. We knew that high brand awareness was already a given, we just had to get the right message in front of the right people at exactly the right time. Simple really.
A radio campaign that wasn’t by the numbers.
As the trade audience already know and love DeWalt tools, our challenge was to change their perception when it comes to their workwear range. As a result we created a campaign that spoke in a language the audience would understand and could relate to. By literally telling them how much work they can do in a day through a series of numbers, it demonstrated the need for having good quality, tough workwear that could work as hard as they do. We created a series of ads that were targeted at the core audiences or roofers, electricians, plumbers and plasterers.
Targeted communications to drive demand.
As well as the national radio ads, over the course of the 6 month campaign we created social media content that continued the same ’numbers’ creative approach. The animated videos were posted across their national channels, including Facebook which alone has an audience of 1.8 million people. The posts attracted comments and likes as well as driving traffic through to the dewaltworkwear.co.uk site, ultimately increasing sales and interest.
We also created a series of trade and consumer emails. To the consumer, we again continued the ‘numbers’ creative, using targeted messaging to ensure we getting the right message to the right people. For trade suppliers, we let them know about the national consumer campaign and were driving them to increase their orders to account for the increase in demand the consumer campaign would create.
Dealer support with POS and social media assets.
Another important element of the brief was to support their existing independent trade stores with assets and POS to help them increase awareness in store. The radio and social campaign was increasing awareness amongst consumers, so we needed to ensure the message was continued when they went in store to purchase. We created showcards, posters and printed leaflets to have on show at the point of purchase as well as supplying them with content and assets to use across their own social media channels. We also had new photography commissioned of the product ranges, which helped make them look better across not just the DeWalt site, but the stores also.
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