Ace Hardware
The Placement With the Helpful Millennial Focus
Ace Hardware is the largest retailer-owned hardware cooperative in the world, with over 5,600 locally owned and operated stores in some 70 countries. Ace stores offer a wide variety of paint, lawn and garden goods, tools and local niche services—virtually anything you would need to fix, repair and maintain your home. Since 1924, Ace has been part of local communities around the world and known as the place with the helpful hardware folks.
The Challenge
Ace Hardware has long appealed to DIYers and homeowners. As the millennial audience started to age into becoming first-time home buyers, Ace wanted to drive brand affinity with this increasingly important audience.
The Solution
Purpose Brand led earned media strategies and disruptive PR activations to earn Tier 1 media coverage. Ace’s full marketing channel strategy targets DIYers through every medium from TV to digital and search to social. Collaboratively with the creative agency of record, Chicago-based OKRP, Purpose Brand led the earned media strategy and execution for creative brand activations that would capture the attention of homeowners and newer homeowners for the brand without losing the ability to amplify and extend the personal, service-oriented experience delivered at local stores. Each activation focused on Ace as the preferred destination for priority categories such as paint, barbecue grills, power equipment and home preservation. The campaign generated almost 450 million impressions and was covered by ABC News, Food Network, Good Morning America, MarketWatch and Yahoo! News.
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