Challenge:
Harness the passion of GearWrench fans and host ongoing dialogue on all things auto repair and service.
Fresh Perspective:
- Create a community on Facebook where GearWrench fans not only engage with their favorite hand tool brand, but also connect with each other
- Establish a connection between a tool manufacturer and its end users, who primarily purchase products through distributors
Authentic Approach
LAUNCH FACEBOOK PAGE AT TOP INDUSTRY SHOW
- Announced new Facebook page at global aftermarket auto show
- Encouraged attendees to like the page in the booth for a chance to win a camera
- Hosted a “social media social” after show hours for select end users
- Issued a challenge to reach a certain number of fans by year’s end
DEVELOP CONTENT + PROMOTION PIPELINE
- Shared relevant news and information, including first look at new products
- Hosted regular giveaways to encourage engagement and sharing
- Boosted content through paid advertising to grow number of likes
Meaningful Impact
- Received a nearly 100% response rate for the brand’s first giveaway, capturing 750 new database contacts
- Increased fan base as much as fourfold through giveaways
- Developed an active following of 20,000+ likes (and growing)
- Fostered lively, meaningful and entertaining conversation, with some posts garnering nearly 2,000 likes, comments and shares
- Anticipated and addressed emerging customer service needs
