J-B Weld
Media|Strategy
Strategic Growth Through Expanded Multi-Channel Marketing
In the competitive world of consumer packaged goods, J-B Weld faced a challenge: reinforce their position with loyal customers while capturing a younger, more diverse audience. Their partnership with Hawthorne Advertising would transform their market presence and boost sales dramatically.
THE CHALLENGE:
J-B Weld needed to:
- Boost retail sales and expand their television presence
- Remind existing customers to keep J-B Weld products in their toolkits
- Attract younger DIY enthusiasts and craftswomen to broaden their customer base
THE SOLUTION: A MULTI-FACETED APROACH
Hawthorne Advertising crafted a versatile, hybrid strategy touching every stage of the customer journey:
- Product Showcases: Spotlighted ClearWeld Professional Grade Epoxy, followed by broader product features across major retailers like Walmart, Lowe’s, and Home Depot.
- Product Launches: Introduced new products such as Herculiner (DIY truck bed liner) and J-B Weld KwikWood Epoxy Putty.
- Celebrity Endorsement: Partnered with Nick Offerman, leveraging his credibility to enhance brand recognition.
- Hybrid Brand Campaign: Combined brand response with measurable retail lift, optimizing reach and impression delivery across networks like FOX News, HGTV, NBC Sports, and ESPN.
- Comprehensive Media Mix Modeling (MMM): Integrated TV and digital platforms to boost brand visibility and sales.
- Cross-Media Partnerships: Podcast collaborations with influencers like Adam Carolla, radio spots on ESPN, custom TV segments on MotorTrend programs and strategic product placements on DIY shows like “Two Guys Garage” and “Truck U”.
- Digital Engagement: Comprehensive social media campaigns, endorsement deals and content creator partnerships, user-generated content showcasing real product use and retargeting strategies focused on core demographics, particularly males aged 55+.
THE RESULTS: BONDING SUCCESS
The impact of this multi-faceted approach was nothing short of remarkable:
- Unit sales surged by an impressive 67%
- Overall sales climbed 32% year-over-year across all markets
- Test markets experienced an astounding 64% growth in sales
LASTING IMPACT:
J-B Weld’s collaboration with Hawthorne Advertising (2018-2023) yielded:
- 5-10% year-over-year revenue increases
- Strengthened market leadership
- A robust framework for continued growth
By embracing both traditional and digital platforms, J-B Weld not only solved their initial problems but also positioned themselves for sustained success in a competitive marketplace. The comprehensive approach, from celebrity endorsements to targeted digital campaigns, ensured that J-B Weld reached both its loyal customer base and new audiences, setting the stage for continued expansion and market dominance.
Looking to Skyrocket your
brand success? Look to the hawthorne team
brand success? Look to the hawthorne team
