Snap-on, a $3.4 billion global innovator, manufacturer, and marketer of tools, equipment, diagnostics, repair information and systems solutions for professional technicians, wanted to establish an emotional connection with their customers. 10% of the proceeds from the sale of select products would be donated to breast cancer survivors. The program featured special packages of the themed product combined with lifestyle premiums that qualify for a donation. They asked Point B to develop a comprehensive franchisee marketing campaign to support the "Socket to Breast Cancer" initiative, including collateral and sales support materials to create awareness, drive increased sales, and push the success of the program to new levels.
Point B created a human interest campaign connecting with franchisees and technicians while reinforcing Snap-on as a compassionate brand. We developed a highly visible promotional kit and materials to attract attention and engage customers with the "Socket to Breast Cancer" program. The program invited these customers to participate in supporting breast cancer survivor organizations. The uniquely emotional creative generated greater awareness of the program by providing a simple way for customers and franchisees to come together in support of this worthy cause while increasing order size and frequency.
The "Socket to Breast Cancer" program has been a resounding success, raising vital funds to support families affected by breast cancer.
To date, the program has raised over $550,000 through the generation of BCA specific tool sales.
Snap-on reported this initiative as one of the most successful franchisee charity programs.
New Franchise sales also saw a noticeable bump.
Davey Award winner for Magazine Ad.