Siniat approached us to support the amplification of ‘The Siniat Compound Challenge’ after struggling to achieve mass participation through their owned media channels. The competition aimed to target taper and jointers within the wider plastering community – a specialist segment of the market who use tape and jointing materials as a method of construction. Siniat wanted to increase sign-ups to the competition, with the aim of collecting user generated content for their owned media channels, and relevant opted in data capture.
Using our On The Tools online community we were able to create an engaging video campaign which used a combination of user generated and produced content. The content featured real tradespeople to add authenticity to the brand message. The social content worked to support Siniat’s integrated marketing communications plan which included merchant roadshows, website and social media content.
ROI. The video campaign achieved 4,000 click throughs to the competition website with 500 entries into the challenge directly attributable to
Reach. The video campaign achieved 192k views, increase brand and product awareness for Siniat.