KNAACK - Seed Factory

Client: KNAACK

WORK PERFORMED

/Public Relations (PR)
/Brand Positioning
/Creative-Digital Assets

Challenge

When WernerCo acquired KNAACK, the goal was to expand the company’s product offering and to appeal to its audience of professional tradesmen who need their tools protected on the worksite. We were tasked with creating a brand position that would resonate with its audience as well as introduce new products to build awareness and credibility for the brand.

Approach

As an integrated agency, we provide 360-degree marketing campaign ideas that can support distributor, retailer and DTC (trades professionals) marketing executions, demonstrating the brand promise and product benefits in a memorable way.

The perception of the brand and its products were known for being tough, secure and trustworthy. We presented several campaign directions that supported these brand attributes, as well as how to activate through advertising, editorial, social and sponsorships.

Results

We created the brand positioning of “You Can’t Crack a KNAACK” and it resonated with trades professionals who trust their tools are being protected in a KNAACK jobsite box. The campaign was built around every aspect of KNAACK’s fight against thieves, as the jobsite boxes are designed to protect against the toughest of thieves. The security and protection messaging continues to be a key theme in all product launches and PR campaigns. Along with introducing new products every year, we also receive national exposure for the brand through product placements that show the KNAACK box being used on the worksite.

KNAACK—Positioning, and Integrated Marketing Campaigns

Our customer listening and insights led us to an insight about how much our audience cared about theft protection. We used it to craft the brand tagline–You Can’t Crack a KNAACK.

Our clients took our Strongman idea a step further and now have a multi-year sponsorship with The World’s Strongest Man competition.

Building Materials Marketing sponsorship

Sponsorship aligned with our campaign, allowed social engagement to go from under 20 “likes” on average, to posts that get brand inclusion and thousands of “likes.”