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You Versa Dirt
Dremel - You Versa Dirt

Empower launched three national TV commercial spots for client Dremel, the leader in rotary tool systems and subsidiary of the Robert Bosch Tool Corporation. The 15-second and two six-second spots take a humorous approach to even the tidiest of homeowner’s most dreaded cleaning struggles.

We garnered insights from social listening that revealed the mentality and attitude of “Cleaning Maximizers.”

Cleaning Maximizers are obsessed with cleaning, technology and a DIY mindset. The Creative centered around the opportunity to let clean freaks in on a big secret – there’s now a silver bullet for their spot cleaning needs.

Data revealed that couples working together make spot cleaning easier and more enjoyable. Furthermore, when a couple finds the right cleaning solution there’s no more fighting over who’s doing what in the chore routine.

With this knowledge, Empower and Dremel successfully launched the Versa to surpass goals well before benchmark dates, selling $1.5M and over 30,000 units. Additionally, Empower’s paid influencer campaign earned 2.4M impressions across 10 blog articles and 68 social media posts, while surprise and delight efforts earned an additional 1.4M impressions on Instagram alone. 

Even clean freaks don’t want to be bogged down with endless hours of scrubbing, wiping and mopping. Our work inspired them to tackle the toughest household grime with one clean machine.

You Versa Dirt
On a Mission to Make

How do you elevate a brand from being just another tool on your workbench to becoming a meaningful part of a DIYer’s life? By chiseling our way to the heart of one of the most profound cultural movements of this generation: The Maker Movement.

A maker can be found in all of us. There are more than 135 million makers in the US, all supporting a $8.41 billion dollar industry. This united community self identifies as independent inventors, designers, tinkerers, hobbyists, artisans and more. They come from all industries and walks of life but they all have one thing in common: passion to dream and do.

Dremel and Empower set out on a mission to inspire makers and help them make even more. Mission to Make connected makers across the US with the power and precision of a Dremel, which can aid creative hands in nearly any project. Celebrity maker Clint Harp, from the worldwide sensation Fixer Upper, voiced our challenge to try new techniques with Dremel tools.

Mission to Make

Together, we made over 35.8 million impressions, inspired thousands of projects, conversations and newly forged relationships–and bumped sales. Mission accomplished.