View DEWALT 20V MAX Microsite

The DEWALT team turned to Netplus to generate awareness, buzz and purchase intent while educating construction pros on the benefits of the 20V MAX*Lithium Ion product line—DEWALT’S biggest launch in years and the brand’s first social media campaign.

We began by designing and developing a dedicated 20V MAX* microsite, following that we engaged the brand’s established Facebook fans with a “Countdown to the Max” Sweeps allowing us to showcase a new hero product each week. To bring a deeper level of product education and engagement to the experience, we challenged the participants to answer tool feature questions, answers to which were easily found on the 20V MAX* site.

Traffic was driven with a highly-targeted Facebook ad campaign directed at independent contractors, those employed in construction, and even DEWALT competitors based on likes and interests expressed in users’ Facebook profiles. Featuring tools as prizes also gave us a great platform to talk up the product innovations and benefits leading up to and during the launch.

The launch was a measurable success with over 34,000 unique promotion participants, 7,000 new email subscribers, and a 235% increase in the number of Facebook Likes to more than 55,000.These metrics being representative of a major boost to awareness and product education. The campaign also drove thousands of DEWALT website visits, resulting in Facebook becoming a top five site traffic source for DEWALT during the promotion period, highlighting purchase intent.

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