Illinois Tool Works (ITW) BuildClean™

The Client

Illinois Tool Works (ITW) BuildClean dust control system

The Challenge

ITW’s BuildClean dust control system solves a problem that every homeowner considering a remodeling job fears: dust that permeates their home from demolition and other construction tasks. Turning on a BuildClean air scrubber unit while the job is in progress removes 90 percent or more of airborne dust and allows a family to actually live in their home during the project.

The Fix

A push-pull strategy fit the bill. Push: introduce this product to remodelers (the prime purchasers) with awareness-building content and highly targeted sales messaging. Pull: create awareness among homeowners so they would demand that their remodeling contractors have these units on the job.

CBD’s PR and social media teams integrated their efforts seamlessly with our marketing and digital teams, starting with the creation of a BuildClean website. In addition:

  • Targeted emails and direct mail added important touch
  • Content for the website included videos and an infographic, which were also used by the PR and social media teams for product launch press materials for trade media
  • Aggressive trade media outreach amped up placements with interviews and longer articles
  • To reach consumers, custom feature stories about solving for remodeling dust ran in hundreds of metro markets nationally
  • BuildClean units were sent to key home remodeling TV shows and video bloggers to try out and report on
  • Established a presence on Houzz, an online platform used by remodeling contractors and homeowners to show beauty shots of projects, report on products, share ideas and write reviews
BuildClean PR

The Results

BuildClean is getting great reviews from remodeling contractors and homeowners alike.

  • In just four months—the introductory product launch period—CBD’s PR team secured placements that accrued over 4 million gross impressions against trade audiences, as well as consumer audiences in targeted markets
  • More than 1,000 outlets picked up the feature story on “Five Essential Rules of Remodeling,” which focused on cleanliness and dust control
  • Houzz content continues to build and social media platforms will be added to amplify engagement
  • Contractor purchasers are mentioning the press and media relations initiatives when they call in their orders

CBD PR & Social Media services:

  • Trade media relations
  • Consumer media relations
  • Mat release/consumer media feature placements
  • Social media content
  • Custom content development
  • Videos
  • Infographics
  • Brand storytelling
  • Content marketing
  • Tracking and reporting