Benchmade Knives: The art and science of rewarding a client's courage (when every dime and nugget counts)

Jenna Newbury, Kathryn Meehan, Trisha Mills and James Mackenzie

Leveraging customer insight and digital data, American knives manufacturer Benchmade increased its market share through an effective campaign.

Campaign details

Brand: Benchmade KnivesBrand owner: Benchmade Knife CompanyLead agency: Cole & WeberCountry: United StatesIndustries: SportsMedia channels: Content marketing, Events & experiential, Mobile & apps, Online display, Online video, Programmatic display, Search marketing, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive Summary

Benchmade is a small, family-run, manufacturer of outdoor, tactical and folding knives in Oregon City.

The marketing team had taken two bold financial risks: first by investing in high-quality quantitative research; then by appointing a comparatively large full-service agency to make their findings pay...

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