Festool: From Awareness to Adoption
CLIENT GOALS
Festool, a manufacturer of premium tools and accessories geared toward professional woodworkers and craftsmen, needed to successfully launch – and sustain interest – for its new cordless tool platform.
Objectives
- Raise awareness among target audiences of Festool’s new cordless tool line.
- Transform target audience members from being brand aware to being brand engaged.
- Deliver strong brand impressions.
- Drive interest and sales of the cordless line among Festool specialty dealers.
TACTICS
JDPR created a comprehensive strategic plan to launch the new Festool cordless line. The plan included:
- An earned media campaign targeting industry trade publications that included press release development and distribution, media pitching, tracking and ROI reporting.
- Coordinated interviews with trade publications for Festool executives to speak about the new cordless line.
- An organic influencer campaign that included unboxing videos and tool reviews.
- A paid media campaign that included a six-figure advertising plan with placements in target publications and with select influencers.
- A seed tool campaign in which select cordless tools were sent to influencers to encourage organic or paid coverage on social media.
- Developed messaging on how to talk about the new cordless line that helped inform language used in talking points, press releases and ad copy.
THE IMPACT
- The campaign accomplished 238% of its goal with over 70 million impressions, and Festool reached sales targets.
