WD-40 Brand

Creative Agency on Record
Roll: Sr. Art Director

Our first project as the brand’s creative agency on record was to launch the Precision Pen – the same WD-40 formula you love from the can in a precise, mobile delivery system. We were responsible for packaging design, product positioning, and the launch campaign.

In the campaign, we highlighted how there’s nothing more convenient than your back pocket. You keep the most important things in it, from car keys, your phone, and now the WD-40 Precision Pen. From pocket to project, precision solutions are always in hand.

bethany schrock wd40 precision pen amazon dtc cpg best of work portfolio la creative director

As the lead art director for the WD-40 Brand account, I worked closely with agency and brand partners to launch a comprehensive 360 campaign. This involved gathering insights from XR and strategy teams, providing guidance on design and media, optimizing Amazon A+ content and OTT, coordinating PR and influencer partnerships, and executing in-person sampling and event tactics.

We cast real pros who are already fans of the brand, depicting their uses in the shop or at home. With a wide-angle lens perspective, we showed the pin-point placement that only the pen can fix. This was noted as WD-40’s most successful project launch ever in the history of the company.

The Results

#5 Rank in the industrial lube category on Amazon on the first day of launch

Sold Out within the first month of availability on Amazon.

Winner of Popular Mechanic's Gear Of The Year award for Best Lubricant.

92% open email rate for announcement email - an all-time high.

bethany schrock wd40 precision pen amazon dtc cpg best of work portfolio la creative director