From unknown to $1MM in 1 year.

ITW logo

One of the biggest impediments to a remodeling project is the tremendous amount of dust generated throughout a home. Aside from being toxic and hazardous, 85% of homeowners agree that jobsite dust is the most serious inconvenience of remodeling.

That pain point is why BuildClean — a new product from Illinois Tool Works (ITW) — was created.

THE ITW BuildClean GROWTH SNAPSHOT

B2B2C launch of brand new BuildClean machine in market

33.2MM+ media impressions

33.2MM+ media impressions

Double the industry average email open rate at 35%

1,200+ trade and consumer

PR placements

1,200+ trade and consumer

PR placements

$1MM in annual sales

first year

STRATEGY

ITW sold BuildClean directly to remodelers, allowing them to seriously mitigate dust and thereby gain a competitive advantage. However, we added to that a multifaceted push/pull strategy which successfully incented consumer demand and ultimately took them to over $1MM in sales in their first year in market.

CREATIVE AND DIGITAL

2.718 crafted an integrated marketing plan to build awareness and demand among contractors and homeowners. A new, persona-based website served as the hub of these efforts – giving both audiences a custom interface to learn more about the product.

Direct mail – yes, direct mail – designed with a dust-like texture, spurred sales among the top 200 remodelers and awareness with consumers.

Print and digital media grabbed 33.2MM+ media impressions and our email drip campaign saw a 35% open rate – nearly 2X the industry average. Awareness, consideration, and website visits? Done and done.

Product demo videos showcased BuildClean’s effectiveness at minimizing dust migration and providing a healthier, cleaner environment for homeowners throughout the remodeling process.

And not only did homeowners love BuildClean, they were even willing to do testimonials for the brand.

PR, SOCIAL MEDIA AND CONTENT

PR and custom content played a large role. These efforts included:

  • Trade outreach
  • Bylined articles
  • Broadcast interviews
  • And much more

Influencer outreach via the social media platform Houzz specifically targeted homeowners who were considering a remodeling project — creating an interactive dialog that prompted contractors to buy.

A special report on the hazards of remodeling dust shed light on the need for BuildClean during home remodeling projects.

THE END RESULT

In the end, we were able to successfully evolve our year-1 website to an ecomm interface where BuildClean gained incremental sales through accessory bundles and direct-to-consumer purchases.

LET’S GET GROWING

Email us, or call Liz Brohan at 312.661.1050.

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