Stanley Black & Decker
Client: Stanley Black & Decker
Product: Stanley Black & Decker Brand
Title: Driving engagement for Stanley Black & Decker
Media: online video
Country: United Kingdom
Date Of Campaign: 18th October 2018
Background: Stanley Black & Decker had a challenge. They are the world’s largest tool manufacturer – with an audience that straddles multiple continents, demographics and ages – and a grand corporate mission “to support those who make the world”. But they needed to tell the world about it and they only had a budget of $60k. This is where we stepped in. Working with one of their inspirational ambassadors, Nathalie McGloin, we set out to immerse ourselves in her life, her work and her passions. We wanted to achieve two things: - Understand her life and uncover a human truth that would resonate with a global audience- Identify the authentic story that could deliver this truth. Inspire, engage and spark a conversation about what it means to lead the way We executed the campaign on a budget more suited to a local campaign than a global activation. We used paid media to gain initial traction, relying on earned editorial coverage to make a big splash on the global stage.
Idea: We knew that Nathalie had an inspiring story:- The world’s only tetraplegic racing driver, competing in the Porsche Club Championship against able-bodied opposition - Leader of Spinal Track – a charity that gets injured and disabled people into racing cars to have a racing and confidence building experience - President of the FIA Disability and Accessibility commission Nathalie’s remarkable achievements epitomise her belief that “nothing should stop you getting the most out of life.” So we set out to tell the extraordinary story of ‘a day in her life’: revealing the relentless dedication required to be both a pro driver and such an inspiring example to others.Shot on anamorphic lenses to give the film a cinematic feel – we wanted to tell an authentic story that was both emotional and inspirational. We revealed the clear juxtaposition between the effort, grit and determination that Nathalie brings – at the gym, during everyday tasks – and the empowerment she feels when she’s behind the wheel.Two versions of the film were created– a longer cinematic version and shorter edit for social.
Results: On a budget of less than $60,000 (Production - $31k / Media $26.5k) we released a film that received 1.4 million views in its initial launch and an engagement figure of 13,900. The media cost per view was an incredible $0.02. Extensive editorial coverage was earned with an approximate total reach of 18.3 million unique visitors per month including being featured on the homepage of drivetribe.com – one of the biggest motoring websites – for more than a week. This was achieved through a launch across all STANLEY branded social channels in October 2018 (Facebook, Instagram, YouTube, LinkedIn and Twitter) in 7 countries, as well as the company's Stanley Black & Decker corporate channels (Facebook, Twitter, YouTube and LinkedIn). Amplified within relevant social communities such as DriveTribe and Sporf, and shared by Nathalie McGloin, Spinal Track, Dare to be Different (another charity supported by Nathalie) and the FIA.