Ace Hardware amps up its marketing tookit with some serious influencer muscle.
As part of its new promotion, “Some Day“, the supplier joined forces with a quartet of DIY influencers of varying followings: Kelsey and Ryan Mansingh (@newbuild_newlyweds), Kristine Abram (@homewithkrissy), Melissa Tyler (@lakeandlumber) and Angel Dooley (@massachusettsmama). The push, which sees the influencers document the process of tackling delayed home projects, like painting a hallway, on TikTok or Instagram in collaboration with Ace. Through this, Ace aims to get the attention of millennial and Gen Z consumers, especially those who are first-time home buyers. It’s the first time the brand has tapped into the power of influencers, and already it’s realized that it only needs to spend a “fraction of what it spends on TV” to create content that resonates without feeling like an ad.
As consumers spent more time at home during the pandemic, DIY home improvement activities skyrocketed. That in mind, will Ace’s campaign, which launched in April, still hit home with consumers? As summer approaches, the brand, which leapt over ten spots up in Gartner’s ranking from 2019 to 2020, could still tap into the consumers looking to redo a deck or put up a hammock for the season. Regardless, finally making the move into influencers marks a big step for the 100-year-old supplier that’s better than late never.