Portfolio

Examples of our work.

Case Studies

Tom’s Secret Formula Tops First Year Sales Expectations

In 2008, Camie-Campbell, Inc. came to Black Twig Communications with an idea. The national manufacturer of commercial and industrial lubricants had created a new line of earth-friendly and biodegradable products. They called it Tom’s Secret Formula (TSF). They came to Black Twig to help let the world in on this secret.

The Tom’s Secret Formula product line includes B-404, an all-purpose lubricant, Garage Door Lubricant, Truckers’ Lubricant, Pipe Thread Lubricant and Cutting Oil.

We all knew we had a great product on our hands, but in a slow-to-change field of many competitors, including industry-giant WD-40, it would take more than having a great product, even if it was the first of its kind. We had to have a great message. First, we had to have proof. Enter independent testing. The results were what we expected – Tom’s Secret Formula’s B-404 was rated No. 1 against the competition. And that includes the aforementioned giant.

We had the proof, but now we needed the forum to broadcast the findings. Black Twig launched a major North American media campaign that positioned TSF as an industry innovator. Following the announcement, volumes of product spotlights appeared in industry trade publications including Lubes ‘n’ Greases, Contractor Supply, New Equipment Digest, Masonry Magazine and Construction Business Owner. And that was just the tip of the environmentally friendly iceberg.

Not only does Black Twig gain print and broadcast placement for our clients, but we also secure advertising placement to the optimal audience. We placed TSF and Camie-Campbell in front of some of the biggest names in the industry – New Equipment Digest, Contractor Supply, Thomas Net and Printwear. Black Twig’s Creative Department developed concepts, tailored to each publication, and designs print ads for both TSF and Camie-Campbell. Black Twig wrote advertising copy, negotiated directly with advertising representatives and submitted final artwork for placement. The secret was out. And while our public relations, media management and advertising began to make TSF a household name, it was our ability to generate new business leads and expand sales that helped take the company to the top.

In the spring of 2009, TSF entered the Canadian market. TSF made its Canadian debut at all Canadian Tire stores and has since expanded to PartSource locations as well. TSF turned to Black Twig to help launch several Grand Openings for new Canadian Tire locations this fall by designing several elements, including signage, flyers and collateral materials, as well as create and edit video for use at the vendor booth. But the media blitz also continued. Because the line of products is earth-friendly and biodegradable, we were able to target local media that was immersed in a culture of ‘green’. Publications such as Mid-Canada Forestry and Mining, Western Canada Highway News, the Calgary Herald and a number of ‘green’ blogs in the region picked up the story.

Since 2008, Black Twig has organized TSF’s appearance at the National Hardware Show in Las Vegas. We planned every element of the company’s appearance at the show, from ordering the space and lighting to setting up media interviews. We designed the trade show booth and handled the shipping of the booth and other show materials each year. Since the inception of the TSF line a year ago, the company has attended more than five trade shows, all of which Black Twig helps organize and often attends for media management. And at each of these shows, TSF features the entire line of its biodegradable lubricants, each can featuring a label designed from inception by Black Twig.

The company turned to Black Twig to make it a household name. Instead, Black Twig turned it into a household necessity.