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CASE STUDY: SKIL Tools Celebrates 75th Anniversary of Iconic SKILSAW
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CASE STUDY: SKIL Tools Celebrates 75th Anniversary of Iconic SKILSAW

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It takes a special product to stand the test of time, and no other tool has done that quite as well as ‘The Saw That Built America’ – the Worm Drive SKILSAW. SKIL Tools celebrated its iconic tool in a …

It takes a special product to stand the test of time, and no other tool has done that quite as well as ‘The Saw That Built America’ – the Worm Drive SKILSAW. SKIL Tools celebrated its iconic tool in a big way for the 75th anniversary by partnering with Paul Jr. Designs from the hit reality show American Chopper, to build and tour two custom choppers that honored the anniversary and a special limited-edition SKILSAW. JSH&A developed a strategic media relations program that kept the tool relevant throughout the year.

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  • Summary:It takes a special product to stand the test of time, and no other tool has done that quite as well as ‘The Saw That Built America’ – the Worm Drive SKILSAW. SKIL Tools wanted to celebrate its iconic tool in a big way for the 75th Anniversary. To generate awareness and excitement for the milestone, SKIL partnered with Paul Jr. Designs from the hit reality show American Chopper, to build, unveil and ultimately tour two custom choppers that honored the anniversary and a special limited-edition SKILSAW. JSH&A Public Relations was tasked with developing a strategic media program in order to keep news of the iconic tool relevant throughout the year. From developing a targeted media campaign to creating a national online auction of the daily rider chopper benefitting charity, JSH&A helped bring new life to the tried-and-true tool through an important and memorable campaign.  Strategy:Kick-off the anniversary with a unique and compelling unveiling event during one of the most visible and well-attended trade shows of the year – The National Hardware Show in Las VegasBuild excitement among SKIL fans nationwide through compelling social media posts on Facebook, Twitter and the SKIL eNewsletterDevelop a national online auction of the daily rider chopper through Ebay Motors and Auction Cause to support The Home Depot Foundation, layering in an added media hook to the campaign Key Results:775 media placements throughout the 6-month campaign24 media attendees at the chopper unveiling as well as countless friends of the brandDonation of $26,000+ to The Home Depot Foundation for the consumer sale of the chopper
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    • 1. SKILSAW hits the open road for 75th anniversary Job to be Done: Help SKIL Tools celebrate the 75th anniversary of its iconic SKILSAW. Strategic Approach: Develop an integrated PR and social campaign to keep the “Saw That Built America” top of mind with media and consumers throughout the year. o Leverage partnership with American Chopper to build custom anniversary choppers and drive awareness of the 75th anniversary of the SKILSAW at the National Hardware Show through a highly visible unveiling event o Celebrate the SKILSAW via compelling content on the brand’s social channels and eNewsletter o Create an additional media hook via an Ebay Motors auction of the chopper with Auction Cause; proceeds support The Home Depot Foundation Outcomes: o 775 media placements during 6-month campaign o 24 media attendees at chopper unveiling o Donated $26,000+ to The Home Depot Foundation