Senior Graphic Designer | Art Director
Campaign Planning
Goal Alignment
Why are we doing this campaign?
Our audience knows us as “the wire connector people” – we need to build awareness for electricians that we are “full-service” for any of their needs.
Remind our audience that the IDEAL products are best in class for a reason – if they want a product that reduces headaches and does the job right the first time, IDEAL is the obvious choice.
What are we looking to accomplish?
Create brand affinity for the IDEAL brand and suite of solutions: We’re more than wire connectors.
Lift brand preference by way of demonstrating our brand values, especially with Gen-Z/Millennials
Create purchase intent: When an electrician needs to purchase a product, think to research IDEAL
What do we want our audience to think, feel and do?
Think: From cut to test, IDEAL is the only brand that touches every part of the process. IDEAL gets it.
Feel: IDEAL understands me and the job I do daily. IDEAL aligns with what I value.
Do: Engage with IDEAL through digital channels. Purchase IDEAL next time they need to buy electrical tools & supplies
What KPIs do we measure this by?
Open rate & CTOR – email
Web – time on landing page, WTB clicks
Social – engagement & clicks to site
Brand Story
Electricians’ jobs are intricate, detailed and oftentimes, unappreciated. However, they are proud of the work they do and quality of work is of upmost importance. They recognize class when they see it. The work electricians do is the brand statement they leave behind at every jobsite they go to. Being an electrician is more than a trade. It’s a craft that’s honed over time, with the right mix of skill, aptitude, precision and of course – the right tools.
Electricians need tools they can trust to do the quality work that their jobs rely on.
When you’re on the jobsite, Think Blue.
When you want quality, Think Blue.
When you want more time for your hobbies, Think Blue.
Whether you’re a first-year apprentice, or a seasoned vet – Think Blue.
Tone of Voice
This is a two-fold approach using both swagger and humor to talk to our audience.
Swagger
Captions and copy are short, witty and modern (Think: The Skimm style). Visuals and video are close shots where the blue pops and the rest of the background is more muted. Think captions like – “That bender boot hits different” and “’Made in America - nuff said” In addition to bringing this into quarterly campaigns, it infuses into new products.
Humor
We show that we get why electrician’s trust blue. This is when we bring in videos and the tone shifts to humor. The creative for these is all about video: Use our knowledge of electrical humor to create fun puns & plays on words with our tools
Campaign Visuals
I created multiple versions of a lock up for the Think Blue campaign keeping our current brand guidelines in mind. I presented the lock up ideas and my mockups for visual look and feel to the team. After feedback and discussion, I took the top two and applied them to various photographs of our top products. I presented again to the team, talked through possible pitfalls, answered questions and got buy-in from the stakeholders.
Campaign in Action
The Think Blue campaign launched at the end of Q1. As part of the 360-marketing plan, I built dedicated landing page in AEM so social and email could push to it. The comprehensive page featured multiple products, aligned with the campaign’s tone of voice and drove both engagement and conversion with where-to-buy clicks.
Web Banners
