Building a Community >

The Ask

To own DEWALT’s Instagram, build a content strategy that effectively boosted engagement, following and served as a viable marketing channel.

The Strategy

DEWALT is a luxury brand. Many people don’t know that until they see the price tags, but because of that I wanted to highlight the love that our audience has for their luxury products in all my content. We had an enthusiast audience who is ambitious, proud, hardworking and deserved to be celebrated. My strategy was to leverage UGC and inspirational and validating copy to build a community of workers, tradesmen and high-level hobbyists who would come together to support each other, share stories and accomplish business goals.

The Results

From March 2014 to October 2016 the DEWALT Instagram page grew over 24,900%. From starting with just over 4,000 followers to ending with over 1M. The community shared stories, helped each other, supporting our Summer media events and so much more.