Behind Every Project Is A True Value

True Value


Behind Every Project Is A True Value

Home improvement category advertising is full of apron-clad employees offering helpful advice. We set True Value apart by helping it rise above rational appeals and own a more emotional space in the hearts of consumers. Solve’s campaign celebrates the True Value of the projects DIYers take on, and the satisfaction they get from completing them.

SCOPE — Brand Strategy, Target Audience Definition, Creative Development, Content Production, Social Engagement, Media Strategy & Buying, Brand Identity

RESULTS — Winning with emotion inside and out

  • Rallied internal organization, galvanized disparate collection of retailers
  • Record post-campaign growth, total annual sales up 6%
  • Significant lift in key brand attributes among young DIYer “Achiever” target
    • “Understands importance of my project” up 41%
    • “A brand for someone like me” up 60%
Internal launch film introduced campaign to retail organization at National Meeting.
We leveraged social to drive a deeper connection through promotions, influencers and how-to content.
The campaign extended across several retailer and internal-facing elements, including a brand book and in-store.