SENCO, one of the world’s leading pneumatic tool makers, had revolutionized the industry with the launch of its cordless nailers and auto-feed screwdrivers. In 2020, both lines were due for a refresh. The company updated its DURASPIN cordless screwdrivers with a number of user-requested improvements that made it feel like a completely different tool. SENCO was also preparing to launch the F-35XP, the first heavy construction nailer in its cordless lineup. Previously, Freeman had helped SENCO launch its groundbreaking cordless tools and modernize the image of the storied company. Now, SENCO enlisted us again to do the same for the company’s latest innovations.
Solution
Freeman prepared a plan that focused on getting news in the inboxes of relevant trade and consumer media contacts, and tools in the hands of power tool category influencers. We brought influencers to demo tools at the STAFDA trade show, and submitted the F-35XP for a range of new product awards. We blitzed key influencers and bloggers to test and review the products — as well as SENCO’s legacy tools — and connected with television producers to secure brand mentions. Finally, we breathed life into SENCO’s Instagram profile, starting conversations directly with contractors and influencers, and developed a long-term social media plan that would continually grow the company’s fanbase. New products were featured in This Old House, Building Products, Hometalk, Tools in Action, Popular Woodworking, BobVila.com, and much more. The company’s high-speed DURASPIN driver won a national award from Pro Tool Reviews, and the F-35XP won a best tool award from Popular Mechanics.
Media Mentions: 300+ Impressions: 100 Million Advertising Value: $500,000 National Awards: 3