Case Study
How Fixing Your Website’s UX Can Increase Conversion
See how PowerWeld expanded into the US consumer market built a stronger social media presence gained credibility in the NASCAR garage and boosted employee pride through a dynamic partnership with Joe Graf Jr and SS GreenLight Racing.
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Nov 6, 2025
What we did for them:
B2C, B2C, Employee Relations
PowerWeld is a highly respected welding products company based in Canada. Its US arm has operations in Indiana and Texas. PowerWeld wanted to expand its wholesale business in the US while also branching out into the consumer space.
PARTNERSHIP HIGHLIGHTS
Social Media Activation
As a company that primarily focused on its wholesale business, PowerWeld did not have a robust social media presence. The company wanted to increase its following as it developed its consumer-facing side. Joe Graf Jr employed a variety of tactics to encourage his social media followers to engage with the PowerWeld brand.
NASCAR Garage Exposure
PowerWeld provided the SS GreenLight Racing team with a welder and other products specific to automotive work for use on Joe Graf Jr's 07 Chevrolet Camaro. The team was so impressed with the tools that they requested catalogs to share with other teams. SS GreenLight Racing team owner Bobby Dotter lent the brand credibility with video testimonial focusing on the reliability and high quality of the products.
Employee Pride
PowerWeld garnered employee support for its partnership with a series of internal communications and a voluntary co-branded shirt and hat order. The apparel was exceptionally popular among employees. News of the partnership resulted in employee excitement and engagement.
