It’s a new era for iconic American tool manufacturer Channellock, Inc. with the launch of the Built Strong. Works Hard. Won’t Quit. integrated marketing campaign. Searching for a new angle on how to position their iconic line of tools, Channellock, Inc. and SFW teamed up and got to work. The campaign includes new packaging, retail marketing, PR, trade show support, social media, content creation and digital and print media. Here are some highlights:
The centerpiece of the launch is a campaign video featuring a custom-built Rube Goldberg machine, using several of the company’s Made in USA products. Rube Goldberg machines are complex contraptions that perform simple tasks in sequence via domino effect.
The Sound of Steel
In “The Machine,” a hard-rocking custom music track titled The Sound of Steel incorporates authentic sounds recorded in the CHANNELLOCK factory, which will serve as Channellock, Inc.’s anthem in continued content.
Print and Digital Media
Headlines such as Chiseled Jawline, Brains & Brawn and Solid Muscle call out the distinctive features of the CHANNELLOCK line of tongue and groove, cutting and linemen’s pliers, respectively.
Custom Pandora Station
Sharing the name of their custom track, Channellock, Inc.’s Pandora’s rock station The Sound of Steel provides target audiences rock tracks to keep it loud while at work. Turn it up to 11—this station has something for every rocker.
So, why all this? Because it wins.
Based on our thorough and continued research, Channellock, Inc.’s target audiences live and interact digitally, meaning a need for comprehensive traditional marketing and advertising wouldn’t be the most impactful course of action. By creating a continuous stream of digital content paired with other assets, Channellock, Inc. is reclaiming their territory in the most efficient way possible. And efficient, research-based creative and strategy is how brands win.