What started as an ambitious idea to mark MILWAUKEE®’s 100th anniversary has now grown into an award-nominated campaign. The Garage Tour took us across 19 markets, into the feeds of thousands of garage owners, and now onto the SocialDay Social Media Marketing Awards shortlist for Small Business Social Media Campaign of the Year.
How? Let’s start at the beginning. For its anniversary, MILWAUKEE® wanted to do something big. With a goal to strengthen brand presence and engage audiences across the EMEA region, the idea to visit garages across the UK and Europe, putting its tools directly into the hands of owners and technicians, was created. The MILWAUKEE® UK & EMEA team reached out to Torque to help bring the idea to life.
Our task was clear: build awareness and drive registrations. To do it, we needed a social media strategy that could cut through in a competitive sector and reach an audience that is typically inactive and passive on social media.
We managed strategy, content creation, paid media, and campaign optimisation across 19 European markets simultaneously, delivering localised assets in multiple languages while maintaining brand consistency and strategic focus.
Across Facebook, Instagram and LinkedIn, our team rolled out a six-week organic content plan alongside four weeks of paid activity. Each key location had three levels of ads – an awareness campaign to generate buzz, followed by remarketing ads to re-engage those who had shown interest, and final-push content designed to capture last-minute sign-ups – all managed and optimised per platform to deliver maximum results. Just in case you haven’t already done the maths, that’s 57 ads for just one platform of paid activity.
The results? Nearly 13.5 million impressions and over 123,500 clicks to registration pages. More importantly, it meant garages across Europe got to experience the brand’s innovative tools firsthand, strengthening MILWAUKEE®’s position as a leader in the sector.
For Torque, this shortlisting not only recognises the fantastic work of our social media team but also celebrates our strengths - collaboration, storytelling, and creativity that drive results. We’re proud of the work, proud of our team, and proud to partner with MILWAUKEE® UK & EMEA on such an exciting project.
