Arrow Fastener
Digital Advertising Campaigns
ROLES: Creative Director, Designer, Copywriter
Arrow Fastener, a leader in staple guns, sought to elevate brand visibility, drive website traffic, and expand sales across its broader product range.
Campaigns strategically segmented the target audience to address their specific needs, with creative messaging that emphasized the satisfaction of completing projects with Arrow Fastener products, adding emotional resonance to the brand.
Targeting the professional handyman and construction segments, the brand was positioned as job site-ready, aiming to increase market share in a competitive space dominated by larger brands and extensive tool lines.
CAMPAIGN SUCCESSES:
57% increase in website traffic
Captured marketshare in the competitive pro market
Increased e-newsletter sign-ups over 22%
The Target Audience
Through in-depth brand research, I identified four key audience segments based on brand familiarity and tool usage. Tailored campaigns were then developed to effectively target each segment.
The Emotional Hook
Beginner, Crafter and DIYer targeted campaigns emphasized the self-satisfaction of completing a project and the value of building relationships, fostering strong emotional connections to the brand.
Digital ads designed to engage specific audience segments increased the click-through rate and directed each segment to customized landing pages, resulting in a 57% increase in website traffic.
Before target audience segmentation, the construction professional market was largely untapped. By positioning the brand's tools as job-site ready, the brand successfully captured a share of the competitive pro-market.
