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Homeowners, builders, auto enthusiasts, and master mechanics have trusted Craftsman tools for nearly a century. Now, they’ve re-engineered more than 1,200 products to combine reliability and innovation. To build greater demand north of the border, Craftsman wanted more Canadians to know what they’re made of.

The challenge? Generating enough buzz to encourage email sign-ups and build their social following so they could sustain that demand. To capture consumers’ attention and inspire excitement, Craftsman tapped into their audience’s aspirations and asked them to dream big. They partnered with an engagement platform to design and develop the Craftsman Dream Garage Contest, which asked consumers to submit their dream garage for the chance to win just that. 

The contest was built into interactive digital display that allowed users to browse through tools and storage, place their most coveted products inside the garage, and enter to win—all without leaving the ad unit. They also utilized the expandable ad’s HTML5 to host the contest as a microsite, so they could promote it on social and provide users with the same seamless experience, without accruing additional design and development costs.

Overall, Craftsman reached more than 2 million Canadians to build awareness around their innovative new products, and their audience wasn’t afraid to dream: The digital display campaign generated an engagement rate 10 times higher than Google’s rich media display benchmark (1.04% vs. 0.09%), with mobile and tablet users averaging an incredible 43 seconds in the ad unit. The contest also racked up hundreds of comments, likes and shares on social, producing 100,000 impressions in earned media. Combined, these tactics drove more than 3,000 users to enter their email addresses for the chance to win, helping Craftsman build an engaged online audience with a keen interest in their tools. 

Online Advertising Creativity
Best Rich Display Media


increase in engagement rate over google benchmarks

Average time spent

Conversion rate

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