DEWALT®
Black & Yellow

CLIENT: DEWALT®

DATE: 2025

CAMPAIGN SCOPE: National

Executive Summary

DEWALT® Canada delivers pro-grade power tools and accessories built for tough job-site conditions. With industry-leading durability, innovation, and trust among trade professionals, DEWALT® remains a go-to brand for Canadian pros who rely on their tools to get the job done.

Challenge

The Black & Yellow campaign was developed to capture the attention of a younger generation of trade professionals through bold, culturally relevant creative anchored by the licensed track “Black & Yellow”.

While the campaign was originally executed exclusively in the Canadian market, it drew significant attention from the DEWALT® global team, who viewed it as a strategic test case for future brand storytelling efforts. The campaign introduced a fresh, high-energy approach for engaging younger tool users—testing new ground through licensed music, modern creative formats, and a culturally resonant brand narrative.

By blending brand awareness, product promotion, and lead generation into one cohesive strategy, the campaign demonstrated how DEWALT® can connect with evolving audiences while driving meaningful business outcomes. Its performance is now being evaluated as a potential model for future global campaigns.

Solution

Strategic Impact Model

A Tiered Approach to Engagement & Impact

Cultural Connection at the Top
To generate relevance with a younger trade audience, the campaign leaned into the bold identity of DEWALT® — drawing inspiration from the globally recognized “Black & Yellow” anthem. This helped the brand step beyond product and into culture, resonating with the pride and identity of modern tradespeople.
Scaled National Visibility
The campaign achieved massive reach nationwide, connecting with audiences across Canada’s English and French markets in both official languages.
Action-Driven Outcomes
Beneath the awareness layer, the campaign integrated product pathways and promotional drivers that encouraged direct action. From brand interactions to contest participation and deeper site exploration, each touchpoint played a role in nudging users down the funnel.

Planning & Execution

Paid Media Planning
ROC Media created a digital plan designed to deliver high impact with maximum efficiency. The approach prioritized video-first storytelling and optimized touchpoints that could scale across English and French markets. Targeting parameters, pacing windows, and key performance indicators were mapped in advance to align with DEWALT®’s growth objectives in Canada.
Execution & Optimization
The campaign was launched through a flighted deployment strategy, allowing us to test, learn, and refine in real-time. Budgets and targeting were continuously optimized based on performance signals — maximizing reach, lowering CPC, and driving engagement across every audience segment.
Continuous Monitoring & Insights
Throughout the campaign, ROC Media maintained active monitoring of key metrics — from video completions and CTR to conversion volume. Performance insights were used to inform mid-flight adjustments and identify actionable learnings, ensuring each media wave built on the success of the last.

Results

110+ Million Impressions Generated
34+ Million Video Views
290K+ Social Engagement
21% View-Through Rate
17% Brand Lift Increase

Highlights

Top-performing DEWALT® campaign of the year by impressions and completions
Strong cultural resonance with younger trade professionals
Highly efficient media delivery across formats and platforms
Engaged national audience across both English and French-language content
Benchmark-setting video view-through rates and cost-efficiency
The Black & Yellow campaign achieved a +16.1pt lift in ad recall with 99.9% confidence — doubling industry benchmarks. It proves bold creative and smart execution can drive real brand impact backed by data.

Key Takeaway

The Black & Yellow campaign reinforced DEWALT®’s leadership in the trades category, showing that bold, brand-led creative can drive both cultural relevance and measurable results. Its Canadian success is now a benchmark for global teams exploring modern ways to evolve heritage brands.

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Countrywide Homes

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Craftsman, Stanley Black & Decker Canada

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Dream

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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®
Black & Yellow

Executive Summary

Challenge

Solution

Results