fischer Do Screws: How Humour and Influencers Transformed a Product Launch
When fischer Fixings approached us to help launch new variants of their PowerFast II screw range, they had one clear instruction: do something different. Something that would cut through the noise of traditional construction marketing and remind tradespeople that fischer doesn’t just do plugs—they do screws too.
The result? “fischer Do Screws”—a campaign that became a sensation and turned a simple product relaunch into a cultural moment within the trade community.
The Challenge
fischer Fixings is a global leader in fixing solutions, known worldwide for their engineering excellence and innovation. But when it came to their screw range, there was a perception problem. Despite manufacturing high-performance screws for years, many tradespeople simply didn’t know fischer made them.
We needed to change that and we needed to do it in a way that felt fresh, memorable, and authentically connected with the people who use these products every day.
The Big Idea
The concept was brilliantly simple: what if someone suddenly discovered that fischer makes screws? And what if that revelation spread like wildfire across the trade community?
We built the campaign around this moment of discovery, creating a hero film that followed a tradesperson’s realisation and the domino effect it triggered. Taking inspiration from movie trailers, we blended cinematic visuals with light-hearted comedy to create something that felt exciting, polished, and utterly unlike anything else in construction marketing.
fischer placed complete trust in our creative vision, giving us full autonomy to develop, script, and execute the campaign from concept through to rollout.
Bringing in the Influencers
To make the campaign truly resonate, we knew we needed authenticity. So we partnered with seven trade influencers—carpenters, plumbers, HVAC engineers, and general builders—each with a strong following and genuine credibility within the construction community.
Over two days of filming across multiple locations, these influencers brought energy, humour, and believable reactions to the story. Most were new to scripted filming, so our team worked closely with them to ensure every performance felt engaging. Their involvement wasn’t just about reach, it was about trust. When someone your audience respects says “fischer Do Screws,” people listen.
The Launch
We rolled out the campaign across Instagram, TikTok, YouTube, and LinkedIn, with fischer and all seven influencers posting simultaneously. The impact was immediate.
Within 48 hours, the film became one of fischer’s most successful organic posts ever, achieving massive reach and engagement—particularly on Instagram, where the influencers’ followings were strongest. Comments flooded in. Shares multiplied. And perhaps most tellingly, tradespeople started creating their own content around the hashtag #fischerDoScrews.
Keeping the Momentum Going
The hero film was just the beginning. The campaign launched just before Installer Show 2025, and fischer capitalised on the timing brilliantly. They purchased billboards in the car parks around the show, featuring bold screenshots from the video that reinforced the message.
The influencers then took photos by the billboards and shared them to their socials, turning a simple outdoor advert into a must-do photo opportunity at the show. Suddenly, getting your picture taken in front of a “fischer Do Screws” billboard became part of the Installer Show experience itself.
Beyond the billboards, we created a full library of supporting content:
- Short social media edits and teasers
- Behind-the-scenes videos and imagery
- Digital signage artwork
- Email marketing visuals and trade show materials
The campaign’s commercial impact became undeniable at Screwfix Live 2025. fischer sold out their entire weekend’s supply of PowerFast II screws on the first day. They rushed to restock, only to sell out again almost instantly. By the end of the show, they’d doubled their screw sales compared to previous events—a direct result of the campaign’s impact over the preceding months.
The Results
The fischer Do Screws campaign didn’t just raise awareness, it shifted perception. fischer went from being known primarily as “the wall plug people” to a fun, forward-thinking brand that truly understands its audience.
The numbers speak for themselves: reach across multiple platforms, widespread user-generated content, and sell-outs at major trade shows. But perhaps the best measure of success? Months later, tradespeople still shout it across job sites and trade shows: “fischer Do Screws.”
What We Learnt
This campaign proved something we’ve always believed: construction marketing doesn’t have to be boring. When you combine humour, authenticity, and genuine collaboration with the people your audience trusts, you can create something that doesn’t just promote a product—it becomes part of the conversation.
fischer took a risk by trusting us with an unconventional approach. And in doing so, they didn’t just relaunch a product range, they created a cultural moment that the trade community won’t forget anytime soon.
Want to create a campaign that breaks the mould? Let’s talk.
