Put Some Stank on It

CHANNELLOCK® • Social Media Refresh

The Situation

The brand’s existing social identity was not aligned with its evolving direction and supporting marketing materials.

The Big Idea

With the new essence, Unapologetic Confidence, CHANNELLOCK® social media is pithy, punchy, and proudly American without exception. 

The Objective

Refresh the CHANNELLOCK® social voice and tone to boost brand recognition and engagement.

The Outcome

As a team, we successfully achieved 312% growth on Meta and 507% growth on TikTok.

Rallying The CHANNELLOCK® Nation on Social

  • What’s better than one pair of our pliers? The whole damn set 🇺🇸💪 Shop SpeedGrip™ Straight Jaw and V-Jaw Tongue & Groove Pliers at link in bio.

  • Crack open a cold one with the same name that helped you get the job done—CHANNELLOCK® 😎💪 Tag a buddy who’s been workin’ overtime for the chance to win our No-Days-Off Bottle Opener for the both of you.

  • Built for bustin’ nuts 💪 🇺🇸 Our Parrot Nose Pliers feature self-gripping jaws and laser-hardened teeth to show the job who’s boss. Grab a pair at link in bio.

  • It’s a bad day to be a leaky faucet 💪🚰 Share a #ProTip on how to fix one for the chance to win some legendary CHANNELLOCK® swag.

  • We look forward to the daily grind 🔥💪

  •  Created for America’s firefighters and first responders, our 87 Rescue Tool can take the heat 🔥💪 Grab yours at link in bio.

  • You gotta be ready to get down and dirty in this line of work 💪🇺🇸

  • American grit that never quits 🇺🇸🦅 Our all-new tool bags are made to military specifications and feature CORDURA® and LASERLOCK FABRICS™ for ultimate durability. Get yours at link in bio.

  • Whether you’re removin’ rotors or poppin’ manholes, our Professional Pry Bars are ready for any challenge you put ‘em up against  🇺🇸💪 Get ‘em at link in bio.

  • You gotta give ‘em some TLC 💪 To keep your CHANNELLOCK® pliers in working order:

    ☑️  Wipe ‘em after each use

    ☑️  Coat ‘em with 3-IN-ONE oil to keep the joints lubricated

    ☑️  Store ‘em in a dry place after a hard day’s work

  • CHANNELLOCK® trades pros have some major drip 💦💪

  • Smokin’ the competition since 1886 😎🔥 Grab a pair of our legendary 420®s at link in bio.

The Humans Who Made it Happen

Creative Director:  Vickie Canada    •    Associate Creative Directors: Jonathan Hesser & Keat Powell    •    Art:  Neidy Perdomo    •    Copy:  Anna DeCarlucci    •    Social Media Managers:  Madi Mack & Mikayla Williams

Next

Reach for CHANNELLOCK BLUE®