Over the past two years, GEARWRENCH, a brand of hand tools for auto technicians, reinvigorated its social presence to create stronger and more lasting relationships with the auto tech community and grow its follower base. GEARWRENCH leaned into its clever brand voice to discuss how “big tool” (traditional auto mechanic tool brands) had cornered the market and was convincing techs to pay outrageous prices for tools they didn’t need. The team at GEARWRENCH studied the habits of its younger tech target audience to fuel humorous posts and responsive community engagement that demonstrated its understanding that techs no longer want to play by the traditional tool brands’ rules. This became a rallying cry for GEARWRENCH reflected across its social content.
Objective:
Having established active, engaged communities on TikTok, Instagram and Facebook in 2023, the goal in 2024 was to leverage the GEARWRENCH social momentum to unleash its first major product line under its new brand approach: the MEGAMOD chests and modular sets.
The team set aggressive sales goals with social media identified as key piece in creating a purchaser pipeline. From a community management standpoint, the goal was to build and sustain interest through high volumes of direct messages and posts with above industry-average engagement.
To launch MEGAMOD sets to an eager audience ready to not pay top dollar for tools, GEARWRENCH heavily relied on posts across social platforms that revealed the scale of the sets with videos of tech-guided tours of their new tool chests. Shot in shops with real techs, the videos built instant credibility and appreciation for smart organizational features of the chests, and ultimately demonstrated the brand's commitment to delivering the right balance of quality and value. (Many fire emojis filled the comments.) The brand also took advantage of timely social trends to generate community conversation. For example, a post that stated “If I won the lottery, I wouldn’t say anything, but there would be signs…” showcased a MEGAMOD chest as a kitchen island and a bathroom vanity to generate laughs, start a conversation on value and stimulate demand. It alone received more than 2,100 likes and 315 shares on TikTok.
Social activation for MEGAMOD also entailed the Ultimate MEGAMOD Sweepstakes. Posts got the word out about entering for the opportunity to win a “tricked-out” MEGAMOD chest of tools, complete with TVs, a PS5, speakers and a coffee bar. At the end of 2024, a video documented the Grand Prize Winner's moments receiving and unboxing the chest and all the tools. The post's commenters congratulated him on the win and the potential the chest and tools provide to grow his business.
Throughout the year, direct messages clamoring for more information about MEGAMOD (or simply drooling over the sets) were promptly met with clever responses that deepened fandom as well as logistical details as to how to pursue a MEGAMOD purchase.
In 2024, social content about MEGAMOD sets generated 8,029,777+ impressions, 45,268 engagements and 6,443 sessions to GEARWRENCH’s purchasing platform. Three sweepstakes announcement posts generated 112,694 impressions and contributed to more than 8,000 views of the sweepstakes website. As a result of concerted efforts across channels, GEARWRENCH announced before the year’s end that it had already reached $21 million in sales, far exceeding its launch year sales goals.
In overall community engagement in 2024, GEARWRENCH maintained and grew its audience engagement with audience-centric and timely posts, responsive community dialogue and relevant announcements and launches. Year-over-year organic social impressions grew 243%, engagements increased by 70% and received messages grew by 93%.
It’s no surprise that the brand also achieved a new accomplishment: A passionate fan shared their new tattoo, a design created and shared by the GEARWRENCH social team!
