insight & Strategy
Instruction can be condescending, but endorsement builds confidence.
The challenge wasn’t awareness. It was permission.
DI-Done
We brought the tools to life, then encouraged DIYers and eventually broadcast their hard work.
☝️ Step 1 – Bring the tools to life
We created TikTok accounts for our tools and gave them authentic, encouraging voices (not brand mascots). Using AI co-intelligence, we identified real DIYers in the middle of real projects, prioritizing work-in-progress over polished content.
☝️ Step 2 – don’t teach, encourage
The tools never instruct or correct. They enter with calm, observational (and humorous) comments that normalize the mess, ease doubt, and seed curiosity. This mirrors how seasoned pros encourage each other on the job.
☝️ Step 3 – Social endorsement
When projects are completed, users are DM’ed a QR code and asked to record their project. A small number are recognized publicly on Milwaukee’s main account, turning finished work into a microphone of social proof.
