Leatherman Campaign Book

LEATHERMAN CAMPAIGN BOOK

STRATEGY

CREATIVE BRIEF BACKGROUND

Leatherman is the original American multi-tool. With uses in the military, on hikes, or just every day use, there’s no problem a Leatherman can’t fix. They’re built to last, American-made, and bring with them a legacy of durability. Leatherman tools are as unique as the soldiers, adventurers, and every day people who use them.

HISTORY

Leatherman is a Portland, Oregon based brand dedicated to creating the highest quality multi-tool.

Operating out of the Portland area for the past 30 years, their product line consists of multi-tools, pocket tools, and knives for a variety of uses.

PROBLEM

When in the market for a new multi-tool, a simple internet search lets you know Leatherman tools are the best on the market. But Leatherman is more than just a tool. It’s an experience. It’s an emotional connection. It’s a legacy. When you use a Leatherman, you use it for life. Consumers aren’t aware of the uniqueness and the potential stories that can be created with a Leatherman in their pocket.

CREATIVE BRIEF (cont.)

TARGET AUDIENCE

The soldier, the adventurer, the campers, the skateboarders, the bicyclists, the every day users. The ones who depend on Leatherman for a quick fix. The ones who carry one with them in their pocket. The ones who know they can depend on their tool when the going gets rough.

SOLUTION

Everybody has certain items they bring with them wherever they go that are unique to them.

Leatherman users are no different. With their tools they bring their phones, their wallets, their keys, a mug, a notebook. We need to showcase the individuality of each Leatherman user and the tool they use. We want to highlight the items Leatherman users carry with them to showcase their personality and the tool they use. Creating an Every Day Carry (EDC) campaign focusing on Leatherman users and the tools they can’t leave the house without will showcase the uniqueness of each tool and each user.

MOOD BOARD

MOOD BOARD

DRAFTS

THUMBNAILS

ROUGH DRAFTS

MEDIA SCHEDULE

MEDIA SCHEDULE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TRADITIONAL NONTRADITIONAL SOCIAL

FINAL DRAFTS

TRADITIONAL Print ads strategically placed in magazines targeting all individuals: SKATEBOARDING - Thrasher, Focus, Skateboarder, The Skateboard Mag OUTDOORS -Backpacker, Camping Life BICYCLING -Bicycling, What Mountain Bike, Procycling MISC - GQ, The Economist, Rolling Stone, Wired

Print ads will run before the peak of summer and winter seasons and into the beginning of each season.

NON-TRADITIONAL Non-traditional advertising will exist in several areas. Online advertising will be extremely prevalent and occur during peak seasons when audiences will be on the slopes during winter or out during summer. When the audience is utilizing a mobile site on the go, these ads will reach them. Online advertising will be targeted to specific trade websites and publication websites. Targeted advertising to correlate specific Leatherman tools to Wikihow or EHow online articles.

SOCIAL

Social presents the opportunity to interact with current consumers and potential consumers through social media.

Instagram will allow for consumers to share their EDC while on-the-go. They can tag their posts with the hasthag: #leathermanEDC. Leatherman’s Instagram feed will consist of user generated EDCs. In order for a user to end up on the Instagram feed, they must tweet their photo to @leatherman.

Tumblr will be an important platform to compile EDCs and to interact with the massive online EDC community that exists. Reblogging and liking their posts as well as posting original content will help generate online buzz for Leatherman but also create strong ties between the EDC community and Leatherman tools.

Giveaways will help incentivize interaction between Leatherman and consumers. Every week, a random individual interacting with Leatherman will receive a free tool.

THANK YOU

Aspiring account planner.

Adventurer (Looking at you, Lara Croft) Hopeless Creative/Romantic (They go hand in hand) Menswear Aficionado One time I won a Leatherman Juice S2 at my grandpa’s company picnic. I proceeded to slice open my finger on the blade. They stopped letting kids win the knives after that. I decided that was all I really needed to know about Leatherman to embark on this project.

Making my mother proud since 1993.

ARIANA GARAY