Client: CRAFTSMAN®
Homeowners, builders, auto enthusiasts and master mechanics have trusted Craftsman tools for nearly a century. The longstanding brand re-engineered more than 1,200 of their high-performance tools with a focus on reliability and innovation.
ROC Media was tasked with building an online community that would allow Craftsman to tap into new audiences. The objective was to generate interest around their newly designed tools, encourage email sign-ups and build a social following.
ROC Media turned awareness into a hands-on experience. The Craftsman Dream Garage Contest invited consumers to assemble a personalized workspace right inside an HTML5 expandable unit. A browsable library of tools and storage let users explore, select, and place products in a virtual garage, then submit their build with a simple email entry. The same experience was deployed as a lightweight microsite so social traffic landed in an identical flow without extra design or development spend.
To scale participation, ROC aligned creative and targeting to core audiences of homeowners, builders, auto enthusiasts, and master mechanics, emphasizing reliability and the newly re-engineered product line. Friction was removed at every step with clear prompts, persistent progress, and a short form. The team built the unit to capture interaction depth and time in experience, then rotated product groupings and calls to action based on what drove the longest engagement and the highest email capture.
The result was a no-click showcase for more than 1,200 refreshed products and a contest that doubled as a product discovery engine. It built desire, gathered qualified contacts, and proved that when people can picture their dream garage with Craftsman, they are ready to raise a hand.
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