Client: Graham The Plumbers’ Merchant
Services: Video, strategy, paid media
Graham The Plumbers’ Merchant wanted to make a noise about the launch of their new Trade Saver product range.
This was a big change for the company, as it moved away from traditional flexible pricing for each trader to a fixed guaranteed low price for all – applied to 30,000 products across the range.
Our challenge was to broadcast the update on social media, making sure all current Graham customers and potential new ones heard about Trade Saver.
What we did
Focusing initially on the creative concept, we decided to produce a stop-motion unboxing video. We had used this style for Graham in the past and it seemed a logical progression to integrate the announcement in this way.
We knew that Graham customers were already aware of this style. It had been successful with new audiences for smaller product launches, so we had good data to back up the concept. With a lot of information to communicate in a short time, this format allowed us to slide items in and out of shot quickly. We used visual cues, such as money being hammered into a block of wood, to give the text in the video more impact.
Once the video was ready, we rolled out a social strategy, first posting the video to Graham’s Twitter and Facebook pages organically and promoted it to current fans. We then released the video as an advert to lookalike audiences, competitors and other audiences.
The next phase of the roll out saw us cut the video down into shorter edits that communicated key points in 5–10 seconds. We then promoted this to an audience of people we knew had watched the longer video before to reinforce recognition.
Throughout the campaign, we analysed the data and optimised ad performance. We used Google Data Studio to deliver real-time ad results from Graham’s social media advert accounts and pages. These dashboards helped us make informed decisions at speed.
How did it go?
With a modest promotional budget, the campaign achieved way beyond our targets for the project, reaching 134,236 people and generating 633,060 impressions. Having projected 40,000 10-second views, in reality we achieved far more with a figure of 167,046. Overall, the campaign was a great success.