— Case Study
WORX built tools millions of people rely on. They just weren't talking about them online.
WORX, under parent company Positec, make the kind of tools carpenters, gardeners and labourers reach for every day - but a brand that's already well-known faces a strange problem of its own... One of maintaining a high-quality, on-brand stream of content whilst also evolving with platforms and audiences.
The Challenge
WORX came to us wanting to build brand awareness for their wide range of power tools and garden equipment - boosting engagement and reach on social media, and driving more clicks through to their product catalogue and website.
The Diagnosis
WORX's challenge wasn't visibility - it was familiarity.
The brand was already well known within its industry, but being a known entity often means audiences feel they already "get it", and are less likely to actively follow or engage. The bottleneck wasn't awareness. It was giving people a reason to lean in further.
What We Did
Our approach had two parts. First, we put the breadth of the WORX product range front and centre across all primary platforms, making full use of an extensive and ever-growing library of product photography to show tools in the best possible light and entice people through to the WORX website.
Second, we focused on the community itself - carpenters, gardeners, labourers and hobbyists already invested in the brand - engaging with them directly and resharing user-generated content on the main WORX feeds.
By pairing fresh, high-quality product content with genuine community engagement, we turned existing brand awareness into something more active: a dedicated audience of advocates, not just people who recognised the logo.
The results are in
The partnership with Giraffe Social turned WORX's existing recognition into measurable engagement, reach, and traffic across social and web.
The content that moved the numbers
WORX products are familiar, but familiar doesn't have to mean forgettable. In-action and product shots gave the range new life on social, turning recognition into a reason to click through and follow.
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