Every Vet Matters. It’s not just another campaign line; it’s a statement that deserves action. We wanted to empower and progress a group of people helping the brave men and women who sacrificed their lives for our country. We found Warfighter Made, a garage of wounded vets doing mechanical repairs and retrofitting off-road vehicles, but dreamed of doing more. We learned their arsenal of tools was stretched thin and comprised of borrowed tools from their personal garages. So, we gave their garage a complete makeover. New wrenches, ratchets, impact drivers and tallboy tool lockers. After filling their toolbox with everything they needed, we helped them execute a dream project: retrofitting a Dodge Charger for a double-leg amputee veteran. The effort we put forth showed this community of down-but-not-out heroes that freedom is never out of reach. We did this because every vet matters.

Following the tool donation, we organized an unveiling event for the newly retooled Dodge Charger. We captured footage and aired the full-length video on Craftsman’s YouTube page and supported it with paid teaser content and social posts that brought awareness to the struggles combat-wounded vets face at home. All content drove to Craftsman’s website where people could make donations to help the Warfighter Made garage, plus submit other grass-roots community ideas for Craftsman to support in the future.

Our Warfighter Made campaign once again proved that our partnership with celebrated, working-class influencers authentically demonstrated how Craftsman tools build pride in the communities they're used. The video alone generated over 1.5 million video views, reached of over 3.2 million media impressions and experienced a 35% engagement rate. The campaign’s overall success contributed to Craftsman’s 12% increase in unaided brand awareness and further sparked excitement in a new generation of homeowners (19% increase among millennials).