The Challenge

Up DeWalt’s job recruitment efforts in an ultra-competitive market

As with most employers these days, job recruitment is highly competitive. In Tennessee, Stanley Black & Decker’s DeWalt Plant is competing for talent with some of the biggest brands and most aggressive recruiters out there out there, including Amazon and Walmart. They couldn’t compete in media spend, so in partnership with our sister agency Primacy, they challenged the team to find a message that would not only break through the noise, but also reach their target audience.   

Additionally, Stanley Black & Decker wanted to leverage the existing NASCAR Sponsorship to create messaging that lived outside the event alone, and elevate brand perception by debunking the misperception that their tools are all manufactured in China or other cheap labor markets. 

We build the tools that build Tennessee

The Insight

Our audience is unapologetically Tennessee proud. So, let’s hit them where their pride is.

Our audience are big time NASCAR fans, and unapologetically Tennessee proud. So, we focused on the idea that you can build the tools that build Tennessee and that are used in NASCAR. You can be part of something bigger. Something tangible and something important. Something you’re proud of. 

The Research

How did we get to our insight?

Through focus groups and external surveys, we dug in to find out what makes DeWalt employees tick, what are their priorities, why they chose to work at DeWalt, and why they stayed.  

DeWalt Team


Building The Tools That Build Tennessee

With an eye on the growing Nashville skyline – and DeWalt’s role in building it – we turned a NASCAR sponsorship into a 360-degree employee recruitment campaign that extended beyond race day. It was built around a direct message that hit hard on the local pride that resonated throughout the focus groups.  

Billboard of tools that build Tennessee

Omni-channel Approach

All in on race day

As part of our omni-channel approach, we utilized multiple and unexpected touch points to create a more holistic, organic and 360-degree impact during NASCAR. Billboards on the way there. Radio ads at the tailgate. PA announcements between races. Meet and greet events with drivers. We didn’t just serve them ads, we became a part of their day at NASCAR – making us synonymous with one of the things our audience is most passionate about. With a boot-strapped budget, media dollars moved between tactics when necessary, or our teams deployed hyper-targeting tactics like geofencing around the racetrack on race day, job sites around Nashville, and other businesses where we new potential job seekers would be. This digital approach paired with the offline tactics, stretched our budget to a 6-month campaign that led to significant increases in applications in the TN market and above benchmarks seen in other markets.   

Race Day Banners
Race Day Giveaways

The Results

And now for the victory lap

In addition to thousands of application submissions, and millions of impressions – we made an immeasurable brand impact in a key market for Stanley Black and Decker. We’ve also seen that’s it’s more than a line in their ads, Dewalt and their employees are proudly building the tools that build Tennessee. 

Dropping Some Data


career application submissions




lift in career opportunity awareness at manufacturing facility in TN


lift in DeWalt overall brand awareness with the Construction audience


lift in awareness of a manufacturing facility in TN within the Construction audience


lift in Jackson, TN DMA participants

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