CRAFTSMAN / REBRAND CAMPAIGN
The Ask: Develop an integrated, creative rebrand campaign robust enough to (1) create excitement and engagement among a new, younger generation of homeowners and (2) generate renewed interest and engagement from older core users.
My Role: Led strategic planning throughout.
The Outcome: "When It Matters," a creative campaign across TV, digital video, social, and CSR that lifted all funnel metrics among current customers and all brand equity metrics among the Millennial target audience, spawned the most “desirable” holiday retail DRTV of 2016 and the brand’s most engaging social content to date, and helped sell the brand for $900MM.