Running through July, the latest social media campaign from SKF features concept and art direction from McMillion Creative.

Contending with a similar competitor product, SKF commissioned a social media campaign to create new awareness of SKF CARB Toroidal Roller Bearings. The aim was to do so in a memorable and relatable way, while asserting a clear point of difference over the competitor.

The campaign positioned the CARB toroidal bearing as the original. The call-to-action of the social posts drove traffic to a blog article to unpack the story further, focusing on what it means to be the original. Hyper-interested industry-specific visitors continued on to the website and SKF’s product presentation page.

Agency: DigitasLBi
Concept & art direction: Ariel McMillion
Copywriting & strategy: Jordan Strang