Spyder • DTC
POWER THROUGH IT
The Challenge
As a new kid on the block, Spyder was focused on growing retailer shelf space for their portfolio – a difficult ask when competing with established, tried-and-true brands. To move the needle, we first needed to get in with the seller, Lowe’s, and align with their growth plan of attracting contractors over “weekend warriors.”
Assess
We conducted qualitative research with contractors who told us they need concrete proof Spyder was worthy to be on their job sites. We would have to prove Spyder can save them time and demonstrate they have the right tools for the job by showing not telling.
We learned that many standard jobs require contractors to switch out the tools mid-process because they can’t power through the material being worked on, causing a delay in the project. This inefficiency was key to unlocking the problem to solve.
By demonstrating how Spyder’s products could eliminate the multi-tool requirement for many jobs, we could prove why Spyder was worthy of contractors’ consideration and shelf space at Lowes.
Humanize
Leveraging the key insight, we developed the creative campaign, “Power Through It,” to showcase how Spyder’s tools reduced multi-step projects and increased project efficiencies. The campaign leveraged a mix of contractor-generated content and branded product videos to showcase power and efficiency.
Activate
Utilizing POS data, ESRI and the Bureau of Labor and Statistics, we identified optimal geographic regions for media targeting where existing product distribution, contractor population and active construction permits overlapped. The campaign targeted contractors on social media as the primary audience, while supporting messages were directed at Lowes to demonstrate how we were driving contractors in store to purchase product. As a result of the campaign, Lowe’s stores awarded the brand as Innovation Partner of the Year.
RECIPROCATING SAW
TARANTULA HOLE SAW
RAPID CORE EJECT
Building a better content mix
Polished, branded videos like the above set the tone for Spyder, but we knew how the tools held up in real life could make or break sales. Incorporating user-generated content by contractors and tradespeople gave our audience proof that Spyder performs under real-world pressure.
User generated content for proof of concept amongst peers
SCRAPER VS. TILE
HOLE SAW VS. HARDIE BOARD + PLYWOOD
SCRAPER VS. CARPET
Results
24.8M
Earned impressions on Facebook
2019
Lowe’s Innovation Partner of the Year