DEWALT® Tough In The North™ 2023

CLIENT: DEWALT® Canada

Executive Summary

DEWALT® Canada designs and optimizes professional-grade hand and power tools, accessories, and services. They are best known for their innovative technology and for the outstanding quality and durability of their products. DEWALT® tools are tested rigorously and guaranteed to perform in even the toughest of job-site conditions.

Challenge

DEWALT® Canada partnered with ROC Media Inc. to boost awareness of the Tough in the North™ 2023 nationwide sweepstakes and attract new marketable end-users (MEUs). The goal is to implement a strategic Cross-Channel & Cross-Device Awareness & Brand Building campaign, highlighting DEWALT®’s undeniable pro-grade status. The campaign aims to reignite passion within the loyal and lapsed DEWALT® community, fostering a deeper identification with the brand.

Solution

Step 1: Paid Media Planning
ROC Media strategically planned and executed paid media across various platforms to maximize reach.

Step 2: Creative Development
Eye-catching and engaging creatives were crafted to encourage sign-ups for marketable end-users (MEUs) for the Tough In The North™ giveaway contest.

Step 3: Campaign Management
ROC Media actively managed the campaign, optimizing for performance and making data-driven recommendations.

ROC Media aimed to strategically plan and execute the DEWALT® Tough In The North™ campaign, emphasizing a cross-platform approach and a comprehensive marketing journey. The primary focus was on crafting compelling and visually appealing creatives to drive sign-ups from marketable end-users (MEUs) for the Tough In The North™ giveaway contest. ROC Media, through diligent campaign management, sought to optimize performance and offer data-driven recommendations for continuous improvement.

Digital Marketing Funnel Strategy

Awareness (Views)

YouTube Ads – Pre-Roll & In-Stream Video: Brand Awareness Videos
Google Ads Performance Max
Meta Ads – Reach Campaign
TikTok Ads – Reach Campaign
Wootag Interactive Video

Consideration (Website Clicks & Landing Pages)

Google Ads Performance Max
Meta Ads – Website Clicks
Spaceback: Website Clicks
Reddit: Website Clicks

Conversion (MEU Sign Ups)

Google Ads Display – Retargeting people who visited the website in the last 60 days.
Meta Ads – Retargeting people who interacted with the TITN brand and influencer videos.
Spaceback – Retargeting people who watched the brand videos on Wootag for at least 70%.

Results

DEWALT®’s Tough In The North™ Campaign excelled with over 20 Million impressions and a 6.97% Click Through Rate, demonstrating widespread visibility and strong engagement at an efficient $0.03 per View. Crucially, the campaign achieved over 81,000 landing page views showcasing effective interest.

Key Metrics

20M+ Impressions Generated
6.97% Click Through Rate
$0.03 CPV Average
81,000+ Landing Page Views

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Marta S

Realtor

ROC media has been wonderful to work with. They delivered superior quality content and are always easy to reach. It has been a true pleasure to work with all the staff as they are all friendly, prompt and professional.

Sue L

DigiNotice

ROC Media’s top-notch team takes a major burden off the marketing shoulders of any busy entrepreneur. Having a team behind me that took the time to really delve in and learn my niche market makes a big difference, and Jeremy’s own personal experience as a business owner really resonates; he “gets it”!

Andrew K

Brown and Keyes

ROC Media is a great company and pays attention to detail. They have help build our business on the social media side and have definitely increased our web presence. Their entire team is very engaged and focused on our overall success. We highly recommend their services!

Sarah F

Canderel

Working with ROC Media for over 5 years has been an excellent experience overall. Their team is highly knowledgeable, demonstrating a keen understanding of the ever-evolving landscape of digital marketing and management. Roc Media Inc has an innovative approach and employs cutting-edge strategies, ensuring that our online platforms are not only current but also ahead of the curve. Communication with their team has consistently been seamless and efficient. They are responsive to our inquiries, address concerns promptly, and always go the extra mile to ensure our satisfaction. I highly recommend Roc Media to any business seeking a top-tier digital management supplier. Kudos to the team for their exceptional service and ongoing commitment to our success!

Tara G

Zibi Canada

ROC Media has proven to be an agile and innovative digital media partner, bringing valuable subject matter expertise to this evolving landscape. Their reporting is transparent, current, and is clear. It’s a pleasure to work with the ROC team who consistently go above and beyond to support meeting our digital objectives. We look forward to our continued partnership with ROC Media.

Christopher H

Branthaven

The entire team at ROC Media is always on point! Quick to respond, extremely willing to jump on problems and bring solutions, and most of all deliver big results. Thanks ROC Media!

Erin N

Working with ROC Media has been great! Media plans have always been very thoughtful and well executed. The team is very responsive, easy to work with and consistently adapting to our business needs.

Daniela T

Countrywide Homes

ROC Media has been a great partner as we look to evolve our digital marketing efforts. Their team is knowledgeable and resourceful, and they’ve helped stay on track and successful to meet our campaign goals. They approach each project with research, strategy and creativity, ensuring they understand the brand and organizational goals and can offer solutions to challenges and roadblocks. We look forward to continuing to grow our relationship with the team.

Marissa G

Craftsman, Stanley Black & Decker Canada

Working with ROC Media Inc, has ensured that every aspect of our marketing campaigns are strategically aligned with our business goals and objectives. They truly are committed to delivering exceptional results and feel like an extension of our own team. Their weekly reporting keeps us informed of progress and allows us to make informed decisions. The insights provided are not only comprehensive but also actionable enabling us to refine our strategies for even greater success. Their Account Team is a pleasure to work with. They are thorough and insightful, and always ensure that they are providing guidance and helping us to navigate complex decisions with confidence. They have consistently gone above and beyond to meet our needs and guide us through complex processes.

Andrea S

Dream

ROC Media is not an outside consultant but becomes part of your internal team. They work hard to ensure their campaigns are generating best results and then give you very comprehensive reports that are used to shape future campaigns. Thanks ROC Media!

Matt M

Stanley, Dewalt, Black & Decker Canada

ROC Media has been a trusted partner of ours for many years. Their thoughtful planning and execution of our National marketing campaigns combines the information we provide, with years of experience and learning from past campaigns, to find the right audience and continually improve KPIs. Additionally, they are a fantastic group of people to work with and truly feel like an extension of our internal team.

DEWALT® Tough In The North™ 2023

Executive Summary

Challenge

Solution