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The Black & Decker 2011 cordless lawn tools represented a sea change in technology improvements over what was on the market. Netplus had to convince a skeptical public that the tools were up to the task and kinder to the environment than gas powered tools and mowers.

The core elements of the program were designed to engage the power and influence of brand ambassadors and enable creation of authentic, valuable content that demonstrated product benefits.
We began by assembling The Recharge Crew, a team of brand evangelists, outfitted with products and flipcams. They put the tools through the paces and submitted user-generated video reviews and testimonials for Facebook and the brand YouTube channel. We invigorated our ever-growing community with a Facebook "Recharge Your Life Sweeps" app that had fans sharing and liking content which helped us spread the word.

The launch was a success, not only online, but in building awareness and driving foot traffic to stores and lawnmower exchange events. Those user generated videos had close to 400,000 views, giving consumers an unscripted look at product benefits, helping turn skeptics into believers. We also gathered over 120,000 sweeps entries and the brand’s Facebook page grew by over 200%. Results were further accelerated thanks to efforts in community management, blogger outreach and a targeted Facebook ads program. Thousands clicked the "Learn More" and "Buy Now" buttons which took them to blackanddecker.com for a great ROI in social media focused on key brand and business goals.

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