Jackson Wheelbarrows
The hardest working color on the jobsite? Pfft. No question.
Giving Jackson the 150 years of respect it deserves.
Client Challenge
There are a lot of wheelbarrow brands out there, even in the pro space. And come on, a wheelbarrow’s a wheelbarrow’s a wheelbarrow, right? No way. And true pros know that, but it’s tough to understand how one is different from another without putting them to the test on the job site.
Planit's Solution
Make a big, bold (and very blue!) statement about the legacy this brand holds. There’s a reason Jackson has been around for 150 years. We are originators, innovators, and pro-level game-changers. Enter, the BLUEPRINT.
Campaign
The “We are the BLUEPRINT” campaign leans heavily into the iconic color of Jackson as a way to help elevate and quickly differentiate. In other words, look for the blue and you’re good to go. Always.
As luck would have it, we got to launch the new campaign in the year of the brand’s 150th Anniversary, which leads to…
150th Anniversary Giveaway
A milestone this big deserves a big celebration. And what says big celebration more than a big giveaway? Especially one that we knew pros would love—a sweet off-road ride. This was an opportunity for some good ol’ sweepstakes promotion (and also to collect a lot of email addresses). Notice how we wove the BLUEPRINT campaign language/look into this effort as well. Everything worked together.
In addition to being a great way to promote our sweepstakes, email allowed for us to educate and showcase Jackson’s quality and reliability in real-world jobsite scenarios.
Social Media
Social channels were a great way to target and reach contractors and jobsite equipment purchasing decision-makers with our sweepstakes and hints of our bold new brand messaging and visuals.
Banners
These are tools of the trades after all. So trade publication digital display banners were a significant part (and significantly effective) part of the paid media mix.
Tradeshow
Short of bringing the actual sweepstakes prize with us into tradeshows (we couldn’t), our impactful freestanding show materials allowed for maximum visual impact AND easy integration into existing tradeshow environments.
45.3M
Paid media impressions
623.6K
Clicks
5.37M
Influencer campaign views
$129.3K
Media value
8,077
Sweepstakes Signups
(8K was the aggressive goal. Boom.)
