BLACK AND DECKER

Construction and Industrial Supplies

For a 100th Anniversary website, balancing heritage with innovation was the challenge.

From branding to product launch, from gamification to e-commerce, the tried and true Black and Decker brand grew a successful digital presence throughout a number of digital AOR initiatives.

We tapped into that black and orange nostalgic vein by highlighting innovations on a 100-year interactive timeline; we showing how far the brand has come thanks to its consistent values; and we highlighted new products and innovation that proved it, backed up by the voices of Black and Decker evangelists. To build on engagement, we included a Share Your Story section and since it was a family site, kids (and moms and dads) returned multiple times to challenge the Dustbuster Derby.

Recharge Your Yard launched an entire line of yard equipment powered by 20V interchangeable batteries. Digital and social were the sole media for launch as our “Recharge Crew” brand evangelists, outfitted with products and flipcams, submitted user-generated video reviews and testimonials across all social media channels. Fans got involved with a “Recharge Your Life” Sweeps, engaging with hundreds of thousands of pieces of content.

The Battery Power Tool product line launch became the most successful product launch in the history of the company, from both a revenue and a measured awareness perspective.

Daily casual game play attracted new fans and brought them back multiple times to play Match and Win, which featured stocking-stuffer gift ideas during holiday season, and a discount at the e-commerce store upon completion of each round. An average of 18 minutes engagement with the brand and e-commerce sales made attribution simple.

Website ∙ Digital Campaigns ∙ Product Launches ∙ Branding ∙ Social Media