Instead of building a complex campaign, tango focused on simplifying the message and the path to action.
We centered the campaign around Hawthorne’s priority machines and made pricing and availability easy for contractors to understand at a glance. By stripping away unnecessary messaging and focusing on what buyers actually care about — the machine, the value, and how to get it — the campaign cut through the noise often surrounding equipment marketing.
From there, we deployed a focused digital approach designed to capture demand where it naturally occurs. Search campaigns intercepted contractors actively researching equipment, while supporting channels helped extend visibility and reinforce the message across the buying journey.
The result was a straightforward, high-intent campaign that prioritized clarity, speed, and measurable engagement.
In just seven weeks, the campaign contributed to two confirmed machine sales and more than $223K in active pipeline value.
That momentum was driven by strong engagement from contractors across Hawaii, with thousands of interactions across Hawthorne’s digital properties — including calls, store visits, and landing page activity. The results demonstrate how a focused, straightforward campaign can quickly translate contractor demand into measurable business impact.
