With the aim of “screwing up” the stereotypes around a woman’s capabilities to effectively use hand tools, we launched a bold campaign on Women’s Day for our partner BLACK+DECKER, which is a part of the Stanley Black and Decker Group.
Men are still preferred and trusted more to do house chores involving the use of hand and power tools. This insight helped us kick off the campaign with a 30-second ad film that showed a wife using BLACK+DECKER’s BD40 cordless screwdriver to put together the furniture at her home effortlessly. When questioned by her husband, she responds sarcastically, saying she “screwed it up.”
The campaign resonated with the new generation of independent young women, earning more than 3 times the predicted reach and generating a 30% spike in sales for our partner, proving once again that the #GirlsGetItDone!