THE CHALLENGE
Lincoln Electric, an industry leader in welding equipment for over 130 years, faced a shifting retail market landscape. An influx of new competitors offering low-cost products created the need for Lincoln Electric to stand out in the newly crowded retail space. The goal was clear: build awareness and drive sales of their retail products while highlighting the superior value of their offerings.
The challenge extended beyond the DIY audience, too. Small contractors, a vital segment for retail sales, also became a focus. Having typically relied on industrial distributors, these professionals turned to retail stores during the pandemic, creating an opportunity to capture their attention. Lincoln Electric needed a strategy to communicate their value, educate both DIYers and contractors, and promote retail sales effectively.
THE STRATEGY
The G/L team created a robust social media program as a cornerstone of the strategy, allowing us to reach and engage diverse target audiences: DIYers/hobbyists, small contractors, students, auto-enthusiasts, and even artists. We crafted a multi-faceted content strategy to engage these audiences, blending product-focused, lifestyle, and educational content with user-generated material.
POSTING CATEGORIES
- Tech support tips to educate and assist.
- Product posts to promote equipment, consumables, PPE and accessories
- Application videos and photos showcasing how the products perform in real-world scenarios.
- Monthly Giveaway promotions to build excitement around new products and strengthen connections.
- Launching surveys: Gathering valuable customer insights, which confirmed market interest in new product extensions like the welding table and grinder.
- User-generated content integration: Strengthening the brand’s connection with its audience by showcasing their stories and projects.
THE EXECUTION
G/L designed a comprehensive organic and paid social media plan to achieve Lincoln Electric’s retail business goals. We established a regular cadence of content, planned months in advance, and held routine meetings with the client to review stats and adjust future posts.
- Website development: G/L created a website to promote retail products, showcase videos and house links to retailers who carry Lincoln Electric retail products.
- YouTube Channel: G/L developed the retail channel, with daily monitoring and guidance to technical and product-related questions.
- Retail sales support: Developed go-to-market assets for new product launches and incorporated them into social campaigns.
- Retail sell-in support: Developed presentations, videos, and merchandising plans which Lincoln Electric retail used to pitch and acquire new retailers.
THE RESULTS WERE EXTRAORDINARY
By tailoring content to resonate with all of our audience groups, Lincoln Electric not only built awareness but also solidified its position as the go-to brand for hobby and professional welders alike. The success of this campaign highlights the power of a well-executed social media strategy in driving tangible business results.
- Rapid audience growth: Starting from scratch, we built a following of over 100,000 on Facebook and 24,000+ on Instagram. This equated to an average annual organic growth of 28,000 followers on Facebook and 6,000 on Instagram, with minimal ad spend.
- Above-benchmark engagement: Engagement rates averaged 5% across Facebook and Instagram, far surpassing industry benchmarks (0.68% for Facebook, 5% for Instagram).
- Top driver of web traffic: Social media became the leading channel for driving website visits, significantly boosting digital sales and retailer visits.
- Industry leadership: Month-over-month growth consistently outpaced top competitors, cementing Lincoln Electric’s dominant social media presence.