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Helping DIY-ers stay inspired and fuel their passion for building.
CRAFTSMAN has long been the brand for those who take pride in what they build. However, CRAFTSMAN became challenged with building loyalty and fandom with Canada’s growing DIY demographic. Especially with a growing set of competitors. A new initiative was needed to help the brand prove compelling and consistent value to this audience, and earn the right to be their tool brand of choice.
How could we prove compelling and consistent value to Canadian DIY-ers?
To establish true value, Rain enlisted a team of influencers to help create a unique social media program called CRAFTSMAN Passion Projects. In collaboration with these partners, we created free project plans available on Craftsman social media each month, featuring the CRAFTSMAN V20* line of tools.
With projects ranging from a decorative welcome sign to a huge backyard skating rink, our collection of Passion Projects offered inspiration for every kind of tool lover. We supplement the ongoing influencer content with other engaging social posts that reflect the brand’s friendly, prideful tone. The CRAFTSMAN Canada social pages are growing rapidly, with increased engagement thanks to our content creation efforts.
