Building an online community to realise ROI for DEWALT

The Challenge

DEWALT wanted to reverse a steady decline in engagement by its social audiences across 14 markets. They approached us for support, following more than a decade of successful partnership with its parent company, Stanley Black and Decker. DEWALT wanted to optimise and reinvigorate its underperforming, global social channels. The flagship tool brand was looking to create a joined-up customer journey, to deliver greater impact and realise ROI in its marketing spend.

Our Approach

First, we immersed ourselves in the DEWALT brand to understand their target audiences and the brands’ tech and data platform capabilities. Next, we surfaced audience-based insights and behaviours to build a creative campaign strategy.

We then deployed tactics, trends, and best practices to enable DEWALT to tell more consistent and cohesive stories.

Planning

To ensure a truly integrated approach we tapped into DEWALT’s CRM and retail presence. Putting their professional customer community at the centre of our thinking, we deployed our ‘Hero, Hub & Hygiene’ content model to provide the strategic framework for our campaigns

Hero: Bigger creative campaign ideas with a viral quality

Hub: Regular, scheduled content that encourages ongoing engagement

Hygiene: Low investment, always on updates

Strategy

This collaborative, end-to-end approach, encouraged participation to drive deeper engagement and deliver tangible business results. It enabled us to deliver a 12-month ROI roadmap.

The first 6 months focussed on:

+ Driving efficiencies in DEWALT’s social activity

+ Streamlining how they developed and activated quality, targeted social content across 14 markets in a more consistent and efficient way

The second six months focussed on:

+ Driving effectiveness through innovative formats and multi-channel activations. Ultimately, driving impact on both customer engagement and ROI metrics

The Results

Initial results have exceeded both client and regional team expectations. In just two months, we’ve repurposed existing assets to create harder working social posts.

We’ve delivered:

+ 58% increase in engagement

+ Bespoke campaign delivery model designed and implemented in just 3 weeks

+ 14 international markets using the new end-to-end playbooks

+ New, data-driven campaign ideas that connect with the audience

+ Monthly playbooks of creative content, templates and tools for local markets

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