LEVER GEAR
Problem-solving tools and gadgets, designed to simplify your life and enhance your adventures.
CREATORS
54
TOTAL IMPRESSIONS/VIEWS
127,624
FULLY LICENSED ASSETS
69
EMV (Earned Media Value)
$20,883
STRATEGY
Lever Gear partnered with Joybyte to create UGC for their flagship Toolcard Pro product and generate more brand awareness for their company and products.
INFLUENCER CURATION
Lever Gear’s initial target market was outdoorsmen, everyday handymen and dad lifestylers – we quickly discovered when performing outreach that these personas already had a robust toolbox setup and weren’t super interested in the Toolcard Pro 40-in-1 multitool. Also, due to the low price point of the product, product seeding was difficult and wasn’t generating the kind of interest we wanted to see.
CAMPAIGN EXECUTION
Based on feedback from the first wave of influencers, the Joybyte team quickly iterated and tweaked the brief. We found success with other niche personas that really resonated with the product, like LGBTQA and female DIY bloggers who didn’t already have a large toolkit, and van lifers who have limited space but could benefit from a multitool like the Toolcard Pro. Women DIYers especially felt empowered to have 40 tools in one that were super organized, but didn’t take up a ton of space like a standard toolkit would, and made them feel more self-sufficient. At the end of the campaign, 54 creators generated 69 fully-licensed assets for the brand.
