With the holidays on the horizon, BLACK+DECKER sought a big idea to help spark fourth-quarter sales and reach homeowners who might not be considering an improvement project at that time of year.
MGH assumed that many people start home improvement projects, but don’t finish them. So we commissioned a marketing research study to gauge just how true that assumption was. The survey found that more than half of homeowners in the United States currently have unfinished home improvement projects, while the vast majority have two or more incomplete projects.
Acting on those results, MGH developed the “Your Big Finish” campaign, which featured a national TV campaign that ran on HGTV and the DIY Network, designed to inspire homeowners to complete their home improvement projects using a focused digital marketing strategy to publicize the results. The “movement” encouraged people to complete unfinished projects and submit a photo to yourbigfinish.com for a chance to win weekly BLACK+DECKER products or a grand prize of $10,000. In an especially exciting element of the public relations effort, some lucky DIYers also got their projects showcased on a billboard in Times Square.