Task
Williams Knife Co. built a strong reputation for crafting high-quality, custom knives, earning industry recognition when its Edisto Oyster Knife won Garden & Gun’s Made in the South Awards. However, as the company sought to scale, it faced challenges in growing online sales and increasing brand awareness in an industry dominated by well-established competitors like Benchmade and Kershaw.
Williams Knife Co. transitioned from exclusively producing custom knives to launching a production line—Expedition—to reach a broader audience. However, restrictions on advertising knives on major digital platforms limited traditional marketing avenues, necessitating a creative, full-service approach to drive sales and brand visibility.
