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%