For over a century, STANLEY® has built a legacy by producing some of the most well-known hand tools and storage products in the world. STANLEY® tools have been on the belt and in the hands of professional contractors and accomplished homeowners. Synonymous with quality, reliability, innovation and value, STANLEY® is the first name in tape measures and is trusted worldwide for accuracy and dependability.
The STANLEY® Professional Grade™ campaign aims to support weekly Canadian Tire Flyer promotions, emphasizing Black Friday sales. The goal is to drive purchases at Canadian Tire through paid and owned media channels, including awareness videos, weekly promo ads, and influencer collaborations.
Step 1: Paid Media Planning
ROC Media strategically planned and executed paid media across various platforms to maximize reach.
Step 2: Creative Development
Engaging and visually appealing creatives were designed to highlight key STANLEY® Professional Grade™ features and align with weekly promotions.
Step 3: Campaign Management
ROC Media actively managed the campaign, optimizing for performance and making data-driven recommendations.
ROC Media’s goal for the STANLEY® Professional Grade™ Campaign was to strategically plan and execute paid media, emphasizing a cross-platform approach. The focus was on creating compelling and visually appealing creatives that highlighted key features and aligned with weekly promotions. Through active campaign management, ROC Media aimed to optimize performance and provide data-driven recommendations for continuous improvement. The overarching objective was to foster cross-channel and cross-device awareness, driving consideration and engagement for key SKUs during weekly promotions.
Digital Marketing Funnel Strategy
Awareness (Views)
Consideration (Website Clicks & Landing Pages)
Conversion (MEU Sign Ups)
ROC Media successfully accomplished the goals of the STANLEY® Professional Grade™ Campaign, generating significant engagement with almost 7 million impressions. The campaign effectively enhanced cross-channel and cross-device awareness for key SKUs featured in weekly promotions. Demonstrating a noteworthy 4.41% click-through rate, the campaign maintained cost efficiency, showcasing an average cost per click of $0.64 and a cost per view of $0.06. The outcome was a total of 3,500+ conversions (Buy Now).
Key Metrics
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