TradeLift Launch
CD + hands on creative
Global Campaign + Localised toolkits
Regional + European Influencer led + Social films
Digital, Social, Trade Events, CRM
Results
- Reached 6.5 million individuals within our key audience
- Conversion rate of 8.95% - surpassing industry benchmarks
- Initial sales targets were ambitious at over 40,000 units and $3.6 million in revenue for the first year. However, the campaign's impact was profound, resulting in an updated first-year forecast of 86,600 units sold and $7.8 million in revenue. Therefore, our activity contributed to an overall overperformance on our ROI targets by 216%.
TradeLift was created to reduce the risk of injury, save time, and assist tradespeople in completing tasks typically requiring two people, on their own. The launch campaign presented it as a solution to common issues faced by builders and contractors: injuries, time constraints, and the need for an extra pair of hands.
Our goal was to educate and engage our audience across all channels by using real-world scenarios that showcased TradeLift, making its value unmistakable.
To accomplish this, we developed a creative platform that catered seamlessly to every stage of the campaign funnel – from building initial awareness to providing essential product education and driving conversion. This comprehensive approach succeeded in generating demand for a product in a previously untapped market, using a strategic blend of data-driven social content, product demonstrations, out-of-home advertising, influential partnerships, trade events, and at the point of purchase.
This robust strategy allowed us to introduce a brand new product in a little-known category, generating demand for a tool that our audience didn’t realise they needed. By driving awareness of TradeLift, we solidified STANLEY’s position as a leader in trade innovation.
