FABTECH 2.0: How Crowley Webb Turned Up the Heat on ESAB’s Social Media (Again!)

Crowley Webb loves a good challenge, and when it comes to FABTECH – North America’s biggest metal fabrication showdown – we bring the 🔥. Back in 2023, our PR team whipped up a social media storm for ESAB Welding & Cutting in Chicago, making sure its revolutionary Renegade VOLT™ battery-powered welder was the talk of the tradeshow floor. This year, we jetted off to sunny Orlando for FABTECH 2024, ready to spark up the creativity and create even more buzz around ESAB’s latest and greatest innovations.

Building on Past Success:

Our 2023 FABTECH strategy laid the groundwork for continued success in 2024. We leveraged key learnings from Chicago, such as:

The power of pre-show buzz: Teaser content, countdown graphics and interactive polls generated excitement and anticipation for ESAB’s FABTECH showcase.
The importance of influencer partnerships: Collaborating with #TeamESAB influencers created authentic content and expanded reach.
The impact of real-time engagement: Live demos, product spotlights and behind-the-scenes stories kept audiences captivated throughout the event.

Leveling Up in Orlando:

For FABTECH 2024, we built upon our previous success and introduced new strategies to further elevate ESAB’s social media presence:

Less is more: We fine-tuned our approach and strategy for what was being posted on feeds during the show, keeping channel algorithms and user engagement in mind.
Deeper influencer integration: We expanded our influencer partnerships, featuring a diverse range of voices and perspectives within the welding community.
Strategic content capturing: We optimized our time to capture evergreen content that would be shared after the tradeshow.

Pre-Show Momentum:

Just like in 2023, we designed our social media campaign to kick off weeks before FABTECH 2024, building anticipation and driving engagement:

Product sneak peeks: We offered glimpses of ESAB’s latest products, sparking curiosity and encouraging attendees to visit their booth.
Event countdown: We built excitement with our followers by counting down to the start of the show.
Joining the movement: Our creative team designed catchy messaging and graphic elements for the tradeshow booth that we worked into social media posts.

Live from the Show Floor:

Once FABTECH 2024 was underway, our social media team was on the ground, capturing the action and sharing it with the world:

Live demos and product showcases: We broadcasted live welding demonstrations, showcasing the capabilities of ESAB’s cutting-edge equipment.
Influencer takeovers: #TeamESAB influencers provided unique perspectives on ESAB’s products and the overall FABTECH experience.
Behind-the-scenes exclusives: We gave followers a VIP pass to ESAB’s booth, sharing candid moments and interviews with industry experts.
Joining the fun: There’s no shortage of welding fun at ESAB’s booth, from Hot Seat Trivia to competitions like Ultimate Skills Showdown and crowd-favorite, Spark Wars. We captured the action and excitement from these activations to spread the word and show off talented skills of everyone who visited the booth.

#TeamESAB: Amplifying the Message:

Our influencer partnerships were once again instrumental in amplifying ESAB’s reach and message:

Product reviews and testimonials: Influencers shared their honest opinions about ESAB products, building trust and credibility.
Booth visits and meet-and-greets: Influencers encouraged their followers to connect with ESAB at their booth, driving traffic and fostering relationships.
Competitions and giveaways: Influencers hosted contests, giving welders pointers and tips, and announced giveaway winners, generating excitement and increasing engagement.

The Crowley Webb Touch: More Than Just Sparks

With a mix of creativity, strategy and a whole lotta hustle, Crowley Webb helped ESAB dominate the social media scene at FABTECH 2024. We cranked out over 10 sizzling social videos in the three days of the show and captured hundreds of evergreen videos to keep ESAB’s feeds fired up for months to come.

Want to set your brand’s social media ablaze at your next event? Our PR team is ready to bring the heat. Reach out today!