Rockwell Tools: Rockwell Jawhorse
Campaign Summary
We describe the successful application of cross-channel TV advertising for Rockwell, a maker of quality hand tools. Rockwell had a 2010 holiday forecast of 32,000 units to be sold in retail stores, although the client believed that sales could be significantly less. As a result of the use of rigorous techniques to measure cross-channel elasticities and then maximize their impact during rollout, 42,500 units were sold, breaking sales records. Since this work Rockwell has expanded its television presence across many more tool categories and has used strong experimental methods to produce more startling results...