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

The Challenge

Nuffer, Smith, Tucker was tasked by client WD-40 Company to increase brand engagement and usage of WD-40_® Multi-Use Product among two of its target audiences – construction and skilled trade professionals.

The Tactics

NST developed a compelling integrated program to garner interest from the target audiences identified and drive retailer participation and quality merchandising.

To reach key audiences, NST partnered with tool expert and avid DIYer 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 Brand’s marketing campaign. 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 use education videos with Grundy, NST leveraged his industry credibility to communicate key messages to the brand’s core audiences and help increase brand engagement. NST coordinated commercial production, video shoots, trade shows and PR appearances for Grundy across the country and promoted the contest and product uses through media partnerships, skilled trade association partnerships, and PR and social media outreach.