General Tools

The Challenge

General Tools, an industry leader in innovative tools, faced stagnant social media engagement after years of in-house efforts that prioritized "buying likes" over meaningful content. Their goal was to shift from a company-centric message (“a higher rank of precision”) to a customer-centric approach, empowering their audience to take on the mantle of "Genius at Work." They also sought to elevate their brand perception among key retail partners like Lowe’s, Home Depot, and Amazon.

The Solution

BrandHaven partnered with General Tools to create a brand-centric, easy-to-use social media content calendar and redefine their online presence. Key initiatives included:

• Developing a clear and consistent brand voice that permeates all touchpoints, including visual identity.
• Introducing strategic "content buckets" to structure engaging, customer-oriented content.
• Implementing a proactive social media calendar to maintain consistency and relevance.
• Launching engaging tools such as sweepstakes and giveaways to drive interaction.
• The Genius at Work campaign empowered tradesmen, craftsmen, and DIYers to embrace precision and pride in their work, positioning General Tools as the go-to brand for getting every project done right.

The Results

Though the initiative began in July 2018, early results show significant progress:

• Increased engagement and traffic to the company’s website (despite BrandHaven not managing its content or design).
• Improved brand perception among key retail partners such as Lowe’s, Home Depot, and Amazon.
• Enhanced social media presence and a growing following, establishing General Tools as a trusted brand for professionals and DIY enthusiasts.

Key Takeaway

BrandHaven’s approach demonstrates the power of aligning brand voice with customer needs and leveraging innovative social media strategies. The Genius at Work campaign revitalized General Tools’ online presence, driving engagement and strengthening their position in competitive markets.