Brand Challenge: Craftsman was launching a new ride-on mower into a crowded category. Our objective was to own the spring DIY season by positioning Craftsman as the reliable tool partner for homeowners taking on outdoor projects.

Approach: Leaning into Craftsman’s brand voice, we built an upper- and mid-funnel paid social campaign across Meta and TikTok, with distinct messaging at each stage: two messages for awareness (time savings & efficiency, and big-yard capability) and two messages for consideration (power & performance, and ease & comfort).

Results: Across 37M impressions, the campaign drove 150K clicks (130% of the click goal) at a 0.41% CTR—187% of the click-through target.

Role: Copywriter