National builders’ merchant Jewson wanted to future proof its customer base by gaining more traction with younger people in construction. Jewson approached us to reach and engage with this audience, with the aim of converting them to Jewson account holders.
Future Legends was born. Future Legends as a campaign identity was developed to reach and engage with the younger audience. The campaign was activated across a month long campaign through the On The Tools 16- 25 Facebook group. During the campaign, members of the group were encouraged daily to participate in a variety of challenges ranging from selfies in branch, to mug-shot competitions. The winners of the campaign were invited to compete at a final launch event where one lucky winner received a holiday as the top prize.
The content distributed during the campaign included, Facebook Live’s to drive entrants into the group and participation to the campaign, creative and shareable video content targeted at the younger audience and a daily outreach strategy within the Facebook group to keep the conversations flowing.
ROI. 413 additional Jewson accounts were opened as a direct result of the campaign – a 726% increase on the monthly average.
Reach. The pre-campaign activity delivered an overall reach of 3,362,235 with the full campaign delivering a reach of 770,722 within the closed Facebook group.
Consideration. Overall awareness of Jewson increased by 54.8% with consideration of purchasing at Jewson increasing by 51% post campaign.