Harbor Freight Tools: Redefining value for tool optimists

Retail chain Harbor Freight Tools created the Tool Optimists campaign to shift brand perception, grow awareness and consideration, and increase store traffic in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

In 2021, Americans were spending more time at home, and in turn spending more time fixing up their homes. Competitors including Home Depot and Lowe's 'owned' the market, attracting the vast majority of DIYers and Pros taking on new projects. Harbor Freight had low brand awareness and legacy customers who knew the brand saw its strength as a promotion-driven, discount tool retailer. To acquire a greater share of the burgeoning home improvement market, Harbor Freight needed to expand their customer base, connecting with an aspirational segment while...

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