Milwaukee needed a way to combat aggressive price discounting from competitors during Black Friday sales. Our brief was to protect margins and drive sales volume during a peak selling period.
The idea was simple: give tradies an offer too good to resist. Buy any Milwaukee 18V 2-piece kit, and you could trade in your old competitor skins for an extra Milwaukee skin. The move encouraged new buyers to make the switch from competing brands.
Weekly users to Milwaukee’s website increased 3X, with 86.6% of these users new to the website. Organic brand search increased +22.4% and searches for ‘Milwaukee redemptions’ jumped +88%.