Brand Challenge: Craftsman was launching a new ride-on mower into a crowded category. The challenge was to build awareness and drive consideration among homeowners with larger properties on paid social.

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: The campaign launched in Q2 of 2026. Performance metrics to be added.

Role: Copywriter