Getting Working Hands into the Right Hands

O’Keeffe’s Case Study

The Situation

O’Keeffe’s Working Hands hand cream had low consumer awareness and limited distribution in hardware and home improvement stores, but was a superior product with proven effectiveness against cracked and dry skin. Our challenge was to get consumers to ask for it by name in food, drug and mass channels to help drive distribution—not an easy task in highly competitive category

What We Did

Beginning with the brand positioning, “We Work For Working Hands”, Brushfire targeted working people by leveraging publications like Scrubs (nursing), created a national media and sampling tour, partnered with Rebuilding Together and used influential online blogger reviews to get the word out. We generated millions of earned and paid impressions and got the word out—that nothing works like Working Hands.

The Results

The brand doubled its sales in existing retail outlets, secured distribution at Wal Mart, CVS, Walgreen’s and others, and has become the number one SKU in its category, doubling its sales year over year since 2013.