CLIENT: ACE HARDWARE
AGENCY: WE ARE MULTIPLY
Ace is the place. During my time at MULTIPLY, we came up with some big ideas to maximize holiday sales and profits during peak sales periods. Video content, engaging partnerships and interactive social media campaigns moved the needle. We spent a lot of time in Ace Hardware stores across the Northeast and were inspired by so many unique franchise stories from hard-working owners and staff. Embracing this connection from a social media perspective further solidified Ace’s mission, strengthening neighborhoods across the country. Scroll down for some home & garden inspo.
THE HELPFUL ELF
Everybody’s favorite holiday tradition: Elf on the Shelf. Santa’s magical scout elves who hide in our homes every holiday season were a match made in heaven for Ace Hardware’s social media channels. We rolled out the #HelpfulScoutElf campaign via engaging, creative content incorporating key product SKUs for the holidays. This partnership lived exclusively on social media and was cross-promoted on the @elfontheshelf channels which resonated with Ace Hardware’s target demographic and ultimately drove sales and social media growth/engagement.
TWIN BROTHERS. ONE ACE HARDWARE. ONE BIG-BOX STORE.
The ultimate holiday challenge: a stress-free shopping experience for the consumer during peak holiday season. We conceptualized, coordinated and fully managed a video campaign promoting Ace Hardware’s customer experience compared to that of a big-box store. Highlighting twin brothers who lived next door to one another and their journey to find three holiday gifts, the results were significant.
ACE THE DOG
We created a series of interactive Facebook videos where Ace the dog got to pick out which products were the best deals during the holiday season. Each video would invite the Facebook community to guess which gift the dog would open for a chance to win the product, and the gift was revealed with the winning present the next day. Facebook impressions shot up over 71% throughout the series. Fan engagement rates doubled, making Ace the Dog the top performing Ace Hardware social content of all time.
#MYLOCALACE
Everybody has a story. From 3rd generation family-owned and operated Ace Hardware stores to store owners and staff who have had to completely rebuild after a devastating fire, the stories from Ace Hardware teams across the country are nothing short of incredible. We kicked off the #MyLocalAce social media campaign to highlight these amazing stories, incorporating a variety of video content, historical images and a call-to-action for consumers and Ace Hardware employees to share their local Ace stories.