Remington Content Campaign

THE CHALLENGE

Turning an Unknown Brand into a Preferred Choice

Remington was traditionally marketed as a trade brand. As millennials began to grow into yard work responsibilities, Remington set forth to gain their business. To do this, they would need to become a consumer-facing brand. But with no brand awareness and a small budget, they couldn’t buy awareness. So we had to find another way.

The Strategy

Use Search to Reach Our Audience

Our target was the first-time home-buyer millennial male, looking for an outdoor power tool brand he could not only afford, but one he’d be proud to own. We knew in his quest he would turn to search, looking for answers to questions about choosing and maintaining tools and caring for his yard. No brand at Remington’s price point was answering him, so Remington became the brand that did.