INTEGRATED DIGITAL MARKETING CAMPAIGN

MARKETING CAMPAIGN | UX/UI | SOCIAL MEDIA

Ideated and visualized a new, fresh take on an integrated digital marketing campaign for Crescent Tools while an intern at Apex Tool Group. This campaign was centered around one of Crescent Tools’ most popular products, the Shockforce G2 Nite Eye Tape Measure.

Pin-pointed areas of improvement for future digital marketing initiatives, heavily influenced through intensive research and strategy, including competitor analysis, end-user research, and design trends.

Collage of Crescent Tools marketing materials showcasing Shockforce G2 tapes, mobile app, and social media content in orange and black theme.
Laptop displaying Crescent tool company homepage with header "Innovative by Tradition." Featured products include various tools such as a tape measure and pliers. Text on left reads "Crescent Homepage."
Close-up of a tape measure on a piece of wood with the text "FROM THE CRESCENT WRENCH TO THE SHOCKFORCE G2" and the large text "INNOVATIVE BY TRADITION" in the background.
A measuring tape with several features highlighted, including high visibility markings, a protective barrier, a wider, thicker blade, and a 17-foot reach, set against an orange background.
Multiple Crescent Lufkin Shockforce G2 tape measures with black casings and red accents, placed on a wooden structure with labeled measurements, against an orange background.
A laptop displays the Facebook page for Crescent Tools, featuring a banner image with a tape measure and the text "Innovative by Tradition." The page has 481k likes and 511k followers. Below the banner, there is an intro section about the company and a recent post promoting a product.
Two smartphones displaying the Crescent Tools app in the App Store, with text promoting the app's features. Background is orange with bold white text reading "Crescent Tools App."
Crescent Tools advertisement featuring Lufkin Shockforce G2 25-foot tape measure on a smartphone screen, highlighting its durability and features like 120-foot drop test, 17-foot reach, and wider blade.
Instagram profile of Crescent Tools on a smartphone screen. The profile has 858 posts, 72.1K followers, and 709 following. Highlights include "New!", "Tools", "Where to Buy", and "About". The grid showcases tools and equipment images with captions like "Where Tradition Meets Innovation" and "Tool Tip Tuesday".

brand challenge & strategic solution

problem

Despite Crescent's extensive legacy in the tool industry, there is a significant branding challenge: Crescent is synonymous with a specific tool type rather than a premier brand in the broader hand tool sector. This misperception impedes efforts to enhance both brand recognition and sales.

solution

A strategic digital marketing campaign that will leverage Crescent's 117-year legacy of innovation and durability. By emphasizing the evolution from the original Crescent Wrench to cutting-edge tools like the Shockforce G2, reintroduce Crescent as a trusted, forward-thinking brand. This campaign will target younger male consumers (aged 18-35) through leveraging innovative designs in the target markets’ most used digital channels, fostering stronger brand awareness, preference, and ultimately increasing sales.

This campaign will prominently feature the Crescent Lufkin Shockforce G2 as a testament to the ongoing commitment to innovation, while leveraging design elements such as Crescent’s coin logo and rugged backgrounds to reinforce the durability and longevity that define Crescent's legacy in the tool industry.

the research behind the solution

competitor analysis

Samples from email, social media, and webpages compared to Crescent gave insights into areas for improvement and ways to stand out from the competition. Those are improving social media and improving the user experience on the website.

Currently, competitors’ social media pages appear established and official. To improve this on Crescent’s social media, get the account verified to make the page look more official, as well as make the Instagram a business page, which will give more data on the end user and further our brand’s identity.

The other opportunity is to improve the user experience with the product landing page. This is an opportunity to use design trends to stand out from the competition and boost brand awareness.

End-user research

The target market is known as “Mark Markers,” working-class people who look for the most innovative tools that balance cost and value. They don’t see much innovation in the hand tool category but want hand tools that improve their quality of work. By targeting young Mark Makers, we can increase brand awareness to a target market open to innovative brands, not bound by emotional attachments/tradition.

Insights

By targeting younger male consumers, Crescent can be positioned as a leader in innovation and capture their loyalty. For future campaigns, graphics can be integrated across all digital platforms, enhancing not only brand recognition but also brand trust. By leveraging innovative products like the Shockforce G2 and targeting forward-thinking consumers, a significant improvement in digital presence can be achieved, driving brand loyalty and fostering sustained sales growth.

Comparison chart of branding and digital marketing for Crescent, DeWalt, Milwaukee, and Stanley, showing email, social media, and landing page examples.
Laptop screen displaying a research presentation with sections titled 'End-User Research Notes', 'Additional Research', 'History of Crescent', 'Inspiration', 'Competition', and 'Competition Analysis', featuring charts, images, handwritten notes, and text.