Black+Decker B2C, B2B
Innovative Features, Targeting, and Engaging Product Demos Increase Sales ⇧ 30% YOY
Background Brand tracking study research and internal data showed that for several years Black+Decker power tools had achieved and benefitted from strong unaided awareness, brand equity and significant market share. But all were down, eroded by smaller more nimble competitors and diluted by the company’s forays into housewares and kitchen appliances. By mixing toasters with tools, the brand’s relevance and key brand attributes were in decline, the company’s stock price was sliding and sales were down.
Black+Decker Drill + Circular Saw
My Role I was strategic lead responsible for supervising and coaching my direct reports and junior colleagues, supporting and leading our large cross-functional team, guiding research development and performing analysis, developing insight and campaign strategy, and nurturing and supervising campaign development, production, implementation, measurement, reporting and optimization across retail and consumer channels.
Research, Analysis & Insight To better understand Black+Deckers’ challenges, we analyzed the category, competitors, customers and the Company, including its products, services, sales and financial performance, key personnel and brands.
Then we dug further, taking a classic Segmentation / Targeting / Positioning (STP) approach: Segmentation to divide the market into distinct customer groups based on demographics, psychographics and behaviors, allowing for a more accurate and thorough understanding of customer needs, perceptions and motivations; Targeting to select the most attractive segment(s) on which to focus; and Positioning to confirm the ideal product classification and craft a value proposition to maximize relevance, distinction and attraction.
Segmentation - B+D had historically marketed its power tools to “heavy users” — men 25–54 — many of whom used Black+Decker professionally.
But our research showed the market was shifting, and it revealed a significant opportunity: a growing base of light and medium users — younger male and female homeowners — who were interested in tackling home maintenance and improvement projects, but lacked confidence in their skills.
They weren’t looking for professional-grade gear. They wanted tools that were powerful, effective and easy-to-use.
Their biggest concern — a key barrier to purchase and use — was anxiety about being able to do it themselves.
Targeting: We expanded the target from men 25-54, to skew younger and more female, primarily homeowners 25-49, with slightly above average HHI, who valued safety, the cost savings and satisfaction of “doing it themselves”, and importantly ease-of-use.
Positioning: Given the expanded target and opportunity, internally we evolved the positioning to:
“Black+Decker tools are so easy to use and effective, anyone can be a home improvement hero.”
Black+Decker Hedge Trimmer
Development, Production & Implementation Based on our research findings and insight, I lead the development, production and implementation of our campaign strategy based on empowering everyday (“regular”) homeowners to “take it on”.
I briefed our creative team, who developed a variety of concepts for an integrated campaign. We copy-tested three of the strongest to determine the strongest performer based on measures including message clarity, emotional impact, persuasion, recall and brand perception.
The concept which emerged from testing featured humorous, relatable “regular guys and gals”, men and women initially challenged by, and then confidently and successfully “taking on” maintenance and improvement projects in and around the home using Black+Decker’s latest corded and cordless power tools.
The creative wasn’t just engaging — it worked as a product demo in disguise showcasing the power, versatility and ease of use of existing and new B+D products.
We developed and implemented an integrated campaign focused on high category sales periods. Our work included:
Developing sub-brands, positioning and names for new B+D tools
Refreshing elements of the brand - making it feel warmer, more accessible and modern
Humorous confidence-inspiring product demos - including video, audio and display which ran across a variety of channels
Media planning and buying to reach the target at the right time and place
Retail activation including in-store POP, and pitch decks for senior retail executives, summarizing all of the retail trade support, to maintain and expand shelf space and generate consumer pull at key U.S. retailers
Black+Decker Portable Light + Reciprocating Saw
Measurement, Reporting & Optimization The campaign delivered measurable results across brand and business metrics, including:
Significant increases in brand relevance, preference and key brand attributes (per Kantar Millward Brown) especially across light and medium DIY segments
Over 30% increase in average dollar sales, year over year, increasing market share
Complete (temporary) sell-out of featured B+D power tools during campaign flights by several national retailers
Our work helped reposition Black+Decker as power tools that empower everyday people — not just pros — contributing to brand and sales growth.
Agency McCann