Arrow Fastener
How it all comes together.
Challenge
When Crowley Webb became Arrow Fastener’s agency of record in 2019, we were tasked with defending (and maybe even growing) its substantial category leadership in the professional stapling tools and fastener industry. As we are competing with major industry brands like Stanley, DeWalt, and Craftsman, we knew we needed to not only keep the brand fresh and engaging, but also to find a marketing edge that would cut through the clutter, or secure more shoppers, in fastener terms.
Action
We got to work, tapping into some of our own tools – starting with strategy, in which we identified an opportunity for the global leader in fastening to target new homeowners and DIYers who would need all of Arrow’s tools to support their new projects.
We created a fully integrated plan built around driving household penetration and product usage. Our large-scale digital media campaign paired with our robust media relations and social media strategy featured impressive yet achievable household projects that required Arrow hand tools and consumables. After a successful initial campaign launch, we knew we could expand our reach even further. So we loaded up Arrow’s paid and organic social channels with a full roster of home improvement and DIY influencers. This content not only inspired the audience with new ideas to try using Arrow tools, it also showed them exactly how to get the job done from start to finish – which made picking up an Arrow tool for the first time less intimidating and more empowering and exciting.
Knowing our campaign would be directing people to the website, we reworked it to create a more intuitive user journey that shared just the right information about each product. Users could go right to the retail store’s product pages from the site, which reassured retail partners that Arrow continues to be invested in their brand and has an active and engaging audience that supports sales at retail locations. Lastly, our analytics team created monthly, quarterly, and yearly reports on the user journeys for Arrow to share with its partners aimed at generating more sales.
Capabilities
Results
Since our partnership began, Arrow has increased its share of the fastener industry and has seen a significant increase in impressions, website sessions, and conversions. It had almost 40 million earned media impressions, with noteworthy coverage in The Hardware Connection, HBSDealer, Extreme How-To, Bob Vila, and Tool Guyd. What’s more, Arrow achieved its highest Net Reputation Score of all time and even ended 2022 with almost 900 million impressions (yes, you read that right). And, of course, most of these engagements came from homeowners.