Craftsman Promo, Case study SCREW*D by Y&R Midwest Chicago

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Promo & PR, Case study
Market United States
Agency Y&R Midwest Chicago
Director Matt Ogens
Creative Director Jon Eckman
Designer Thomas Nicholas
Account Supervisor Priya Bordia
Editor Mark Panik
Released August 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: CRAFTSMAN
Product/Service: CRAFTSMAN
Chief Creative Officer: Bob Winter (Y&R Chicago)
Creative Director: Jon Eckman (Y&R Chicago)
Associate Creative Director/Art Director: Richard Fischer (Y&R Chicago)
Associate Creative Director/Writer: Evan Thompson (Y&R Chicago)
Head Of Integrated Production: Brian Smego (Y&R Chicago)
Director Of Innovation: Matt Witt (Y&R Chicago)
Agency Producer: Kara Pierce (Y&R Chicago)
Group Account Director: Kevin Reilly (Y&R Chicago)
Account Director: Kevin Babcock (Y&R Chicago)
Account Supervisor: Priya Bordia (Y&R Chicago)
Editor: Mark Panik (Don't Panik!)
Production Company: (Tool)
Executive Producer: Brian Latt (Tool)
Executive Producer: Dustin Callif (Tool)
Executive Producer: Oliver Fuselier (Tool)
Director: Matt Ogens (Tool)
Interactive Director: Grant Skinner (Tool)
Music: (Beta Patrol)
Designer: (Optimus)
Designer: Thomas Nicholas (Y&R Chicago)
Media placement: DIY Bloggers - Online - August 2011
Media placement: Social Media - Online - August 2011
Media placement: Jimmy Kimmel - TV - August 31, 2011

Summary of the Campaign
Craftsman, the iconic 80-year tool brand, wanted to increase their social media fan base, and at the same time, attract a new, younger generation of followers.

Our strategy and execution was based on 1, simple truth: That hardcore tool guys love to share their tool knowledge with others. So we created the first, live interactive reality show where viewers could actually help us build a handyman from scratch: SCREW*D.

Over the course of 3 months, we dropped the unhandiest guy we could find in the middle of nowhere alone. With just a set of Craftsman tools. And had him fend for himself.

The only way he could survive was to rely on the advice coming in from the online community of Craftsman fans and DIY’ers who gave their advice via Twitter, Facebook, and Livestream.

To help us attract viewers who knew what they were doing with tools, we reached out to bloggers with big social media followings.

We then dropped our hero, Alan, in 3 remote locations: the Louisiana Bayou, the Mojave Desert and in the Sierra Nevada mountains.

Throughout each challenge, we also posted clues and hints on Craftsman’s Facebook page and on Blueprints and instructions Alan desperately needed were given to viewers to help them not just tell Alan what to do, but to help them guide the story where it needed to go next.

As a result, in just over 3 months, Craftsman’s Facebook fans more than doubled to over 700,000.

The Situation
Craftsman is an iconic 80-year tool brand, trusted for generations by handy men and women alike. But they didn’t want to be viewed as 'your grandfather’s tools' anymore. They wanted to increase their social media fan base and, at the same time, attract a new, younger generation of followers. A generation of follower to serve as advocates for the brand for the next 80 years.

The Goal
The goal of SCREW*D was to double the amount of Craftsman Facebook fans over the course of the program (roughly 3 months). The target audience consisted of 2 groups: (1) hardcore tool enthusiasts and Craftsman fans who could give our hero the appropriate advice he needed; and (2) those who are not quite a tool-enthusiast, but who do enjoy reality TV and online content; all in hopes of being able to bring their Craftsman-enthusiast out of them.

The Strategy
As SCREW*D lived exclusively online, the majority of the PR strategy centred on the web, as well. Most notably, with bloggers who had major Twitter followings.

We reached out to a huge range of online bloggers. From hardcore tool enthusiasts to mommy-bloggers, we asked for help from the people that knew the most and could help our hero, Alan, in his hour(s) of need. Some bloggers were even flown in to help train Alan before his big adventure took place live, in the wilderness.

The bloggers would blog about Alan and encourage their readers and Twitter followers to tune-in live and help him out.

Aside from bloggers, we also communicated and relied on Craftsman existing online fans. Exclusive content was made available first for those already fans on Facebook or avid Craftsman Club members.

Starting with the casting phase, we contacted bloggers to put the word out there that Craftsman was on the hunt for the most unhandy person in America.

Once we found our unhandy hero, Alan, and in order for the show to succeed, we needed to get a tool-savvy audience that could tune-in live and save Alan from himself.

So again, we went to a wide range of bloggers asking for their help and the help of their followers. In some cases, we catered very specifically to the upcoming wilderness-task at hand.

For instance, in one live-streaming event we knew Alan would have to repair an abandoned dune buggy. So in his training weeks we paired him up with NASCAR driver Kasey Kahne.

So, while Alan got hands-on training with Kasey, Kasey was tweeting about Alan’s skills, tweets filled with pleas for his fans to tune-in live and help save Alan.

Documented Results
The main objective of this campaign was to increase the amount of Facebook fans for the 80-year old Craftsman brand. And to gain a new, younger generation of followers.

In the 3.5 months of this project, Craftsman’s Facebook fans more than doubled from 350,000 to over 700,000. SCREW*D had over 30,000 viewers tune-in during the live streaming events. With episodes of the show resulting in over 4.5 million online views. We had over 94m earned media impressions, and YouTube drove nearly 20,000 visits to the Craftsman YouTube page and over 11,000 visits to, resulting in an increase of 15% in online sales.