With a tactical campaign geared toward a very targeted audience, these creative videos stood out to both English- and Spanish-speaking framers on social media.
These videos engaged the audience in a way the brand had never done before and held their attention as half of all Video Views lasted for more than one minute.
Paslode sought a strategy for introducing an innovative framing nailer system to a bilingual construction market with well-entrenched competition. The brand needed to expand its reach beyond traditional advertising and effectively introduce a “No Debris” promise.
To give Paslode the competitive edge, we highlighted the improved end user experience Paslode 21° provides: less stinging from flying debris, reduced waste and fewer tool jams. We created two engaging and entertaining videos that presented the product’s benefits and launched a social media campaign to reach the target audience away from the worksite.
The campaign won a Construction Marketing Association (CMA) STAR Award for best use of social media on Facebook and a Silver Addy Award for Best Internet Commercial Campaign from the American Advertising Federation of the Greater Lehigh Valley.
Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.
When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.
