DEWALT Ascent
CHALLENGE
Electrifying a new product launch
DEWALT, a Stanley Black & Decker brand, entered the zero-turn lawn mower market with its battery-powered, sit/stand crossover Ascent mower series, which they wanted to unveil to professional lawn and landscapers at the 2022 Equip Exposition.
DEWALT enlisted G&S’ expertise in this market to help the Ascent series stand out from other electric mowers in the space and create buzz with the industry media.
SOLUTION
Make your media outreach unique.
G&S worked with DEWALT to plan a press conference at the Stanley Black & Decker booth at the Equip Expo that would feature executives from the company alongside live demonstrations of the mower’s crossover functionality. To build excitement while inviting press conference attendees, G&S used the Ascent visual identity to develop a video direct mailer that was sent to targeted media and top industry influencers. The bifold mailer featured a hype video that played upon opening, and a QR code for recipients to scan and RSVP for the press conference. In addition to attending the press conference, editors were also invited to schedule private one-on-one interviews with the DEWALT leadership team and Ascent experts. G&S also helped develop a digital press kit that included a press release and multimedia assets for media use.
Personalization and promotion drove media attention.
G&S was able to secure press conference attendance and interviews with all of the top industry media attending the show, as well as several social media influencers. Upon receipt of the video direct mail, one of the most prominent lawn care influencers praised it as “the coolest card he’s ever gotten” and said, “now that’s how you get someone’s attention.”
- 18 1:1 interviews with 13 different publications
- 21 media outlets visited the indoor Stanley Black & Decker booth
- 18 videos and 4 articles published by trade media
- Thought leadership article published in the largest industry publication quoting SBD Outdoors President, Christine Potter on battery infrastructure