CRAFTSMAN®
V20 Battery

CLIENT: CRAFTSMAN®

DATE: 2025

CAMPAIGN SCOPE: National

Executive Summary

CRAFTSMAN® Canada is a trusted brand offering reliable, performance-driven tools designed for the ambitious DIYers. Known for durability, accessibility, and versatility, CRAFTSMAN® supports homeowners and seasoned DIYers with tools built to get the job done across a wide range of projects and environments.

Challenge

The CRAFTSMAN® Q4 2025 campaign was designed to strengthen brand presence and product consideration during the peak fall and holiday season. With a focus on the CRAFTSMAN® V20 Battery Products, the campaign highlighted versatility, reliability, and value across a wide range of tools.

The strategy emphasized high-impact video storytelling, supported by performance media to reinforce consideration and drive engagement across priority retail partners. By balancing brand awareness with product-focused messaging, the campaign ensured CRAFTSMAN® remained top-of-mind during a highly competitive seasonal window.

Solution

Strategic Impact Model

A Tiered Approach to Engagement & Impact

Brand Visibility at Scale
The campaign delivered broad national exposure across key digital platforms, ensuring consistent visibility among core and emerging audiences. Video-first placements were prioritized to maximize reach, frequency, and message retention across English and French markets.
Product Relevance & Consideration
Mid-funnel tactics reinforced the benefits of the V20 platform—highlighting performance, compatibility, and everyday usability. Creative formats were optimized to showcase real-world applications, encouraging deeper engagement with the brand and product ecosystem.
Action-Driven Engagement
Retargeting and performance layers supported users who engaged with video and display assets, helping guide them toward product exploration and retailer consideration during the critical Q4 buying window.

Planning & Execution

Paid Media Planning
ROC Media developed a digital media plan centered on scalable, video-led storytelling supported by performance-driven formats. Channel selection, audience targeting, and pacing were mapped in advance to align with CRAFTSMAN®’s seasonal and retail objectives.
Execution & Optimization
The campaign was deployed in structured flights, allowing for continuous learning and optimization. Budgets, creative weighting, and placements were adjusted in real time to improve efficiency, maintain reach, and strengthen engagement across priority segments.
Continuous Monitoring & Insights
Throughout the campaign, performance was actively monitored across key metrics including reach, video completion rates, CTR, and engagement. Insights from each flight informed ongoing optimizations, ensuring sustained performance through the Q4 period.

Results

12.5+ Million Impressions Generated
4.5+ Million Video Views
38K+ Landing Page Visits
6,000+ Buy Now Hits

Highlights

Delivered strong national scale, generating 12M+ impressions and broad reach across priority audiences during the Q4 period
Achieved high video engagement, driving 4M+ video views with consistently strong completion rates, reinforcing message retention at scale
Drove meaningful mid-funnel action, resulting in 38K+ landing page visits and sustained consideration throughout the campaign
Supported lower-funnel momentum, generating 6,000+ Buy Now interactions, indicating strong downstream engagement beyond awareness
Maintained high media efficiency, delivering results at competitive CPMs, CPCs, and CPVs while scaling across formats
Demonstrated balanced performance across English and French audiences, ensuring consistent national impact
Successfully executed a full-funnel strategy, moving audiences from awareness to active consideration and purchase intent within a single, cohesive campaign

Key Takeaway

Overall, the campaign effectively balanced scale, efficiency, and engagement—delivering measurable impact across the full consumer journey during a highly competitive retail season.

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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.

CRAFTSMAN®
V20 Battery

Executive Summary

Challenge

Solution

Results