---
title: Creating a cutting-edge campaign for Stanley Blacker & Decker’s IRWIN brand
---

[**](https://indicia.konicaminolta.com/p/creating-a-cutting-edge-campaign-for-stanley-blacker-deckers-irwin-brand#)

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# Creating a cutting-edge campaign for Stanley Blacker & Decker's IRWIN brand

## The Challenge

Irwin Tools are an established, industry-leading tool manufacturer. They were looking to generate brand awareness for their new product, through a multichannel, marketing activation campaign.

## Our Approach

Starting with a full research phase, we gained detailed insights into young tradespeople and apprentices. We discovered how and why they buy specific hand tools. We split the findings into three key areas:

+ The Audience - e.g. tradespeople don’t buy into  
an overall brand

+ Category and competition – e.g. saws, while  
essential to deliver a quality product, are low cost,  
low involvement and regularly replaced

+ Retail environment – e.g. the path to purchase  
for tradespeople is varied

Using these insights, we learned that tradespeople wanted a product that focuses on superiority and performance, plus its ability to deliver  
quality workmanship.

Sawdust is the by-product of a job well done. So, we created a narrative around a superior Jack saw that will help a top tradesperson effortlessly  
produce more sawdust. This bold and confident tone would appeal to the no-nonsense nature of a tradesperson.

We brought the campaign to life by creating a series of communications used online, in-store and at trade events. This included POS, targeted email, retargeted banners and social posts.

## The Results

The campaign was widely engaged with, across all channels delivering:

+ 300% uplift in in-store sales (through execution and implementation of our POS solution).

We’re proud to have helped deliver a product to  
market that left other saws in the dust!

## Discover another one of our  success stories

# The Very Group

## [Finding new customers for The Very Group →](https://indicia.konicaminolta.com/case-studies/very-group)

We delivered close to 4,000 new customers for The Very Group's flexible payment scheme in one season's campaign.

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