Rebuilding Together Tradesperson of the Year Contest, Presented by WD-40

Challenge:

To increase brand engagement and usage of WD-40® Multi-Use Product among construction and skilled trade professionals, Nuffer, Smith, Tucker developed a compelling integrated program that garnered interest from WD-40 brand’s target audiences, and drove retailer participation and quality merchandising.

To help, NST partnered with tool expert and avid do-it-yourselfer Chris Grundy, host of DIY Network’s "Cool Tools" and "DIY Dominator," to be the spokesperson for the Rebuilding Together® Tradesperson of the Year™ contest and the face of WD-40 Company’s marketing campaign geared toward construction and skilled trade professionals. The contest, which was managed by NST, awarded professionals for their hard work in their industries and in their communities.

By implementing a universal communication platform for all of WD-40 brand’s core end-users and creating online product usage education videos with Grundy, NST leveraged his credibility in the industry to communicate targeted messages to the brand’s core audiences – construction, plumbing/HVAC professionals and contractors – and help increase brand engagement. NST coordinated commercial production, video shoots, trade shows and PR appearances for Grundy across the country and promoted the Tradesperson of the Year contest and WD-40 Multi-Use Product usage messaging through its media partnerships, skilled trade association partnerships, and PR and social media outreach.

Results:

33 million skilled trade professionals reached by campaign.

13 million impressions from trade-related publications covering the contest.

1.3 million impressions garnered through 11 broadcast stations featuring WD-40 Specialist products, including mentions on DIY Network’s "Cool Tools."

12,000 votes cast in the contest, with nearly 200 people nominated.