CASE STUDY: SKIL Tools Celebrates 75th Anniversary of Iconic SKILSAW

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Post on 17-Nov-2014




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It takes a special product to stand the test of time, and no other tool has done that quite as well as The Saw That Built America the Worm Drive SKILSAW. SKIL Tools celebrated its iconic tool in a big way for the 75th anniversary by partnering with Paul Jr. Designs from the hit reality show American Chopper, to build and tour two custom choppers that honored the anniversary and a special limited-edition SKILSAW. JSH&A developed a strategic media relations program that kept the tool relevant throughout the year.


<ul><li> 1. SKILSAW hits the open road for 75th anniversary Job to be Done: Help SKIL Tools celebrate the 75th anniversary of its iconic SKILSAW. Strategic Approach: Develop an integrated PR and social campaign to keep the Saw That Built America top of mind with media and consumers throughout the year. o Leverage partnership with American Chopper to build custom anniversary choppers and drive awareness of the 75th anniversary of the SKILSAW at the National Hardware Show through a highly visible unveiling event o Celebrate the SKILSAW via compelling content on the brands social channels and eNewsletter o Create an additional media hook via an Ebay Motors auction of the chopper with Auction Cause; proceeds support The Home Depot Foundation Outcomes: o 775 media placements during 6-month campaign o 24 media attendees at chopper unveiling o Donated $26,000+ to The Home Depot Foundation </li></ul>