Driving traffic to an area of focus can sometimes be quite the task. However, in the current powerful world of social media, anything seems possible. HROC was recently tasked with driving traffic towards the Twitter page of dirt and air removal specialist, Spirotech, as well as promoting the new Spirotech MB3+ value pack.
In order to do so, it was decided that proposing a popular motive and partnering with an influential media partner, in this case leading trade title Installer Online, would be sure to impact the targeted audience as well as driving sales and creating brand awareness. Thus, the #SpiroBox competition was devised.
The competition itself was run over the course of a month, where installers were asked to share a great Spirotech installation shot or a photo of some of the worst practices they had seen on the job. There was a weekly announcement of the top five entries for each category, with these shared on the Installer website. Successful entries were awarded weekly box-themed prizes, including a Now TV Box for the two winners and a box of chocolate tools for the four runners up of each category.
The competition was a huge success, with almost 102,000 organic impressions on Twitter (the number of times the campaign was seen) and a massive increase of almost 200 followers throughout the competition. As a result of winning the #SpiroBox competition, installers were asked to collect their prizes from the Spirotech stand at popular national heating and plumbing event, the Installer Show, in May. This concept was put in place to drive footfall to both the show as well as the Spirotech stand, creating a buzz and sense of excitement amongst followers – plus heaps of happy selfies on stand!
In summary, as a result of the launch of the #SpiroBox online campaign, HROC managed to influence installers in their decision making as well as grow the engaged community online and increase footfall at the Installer Show.
For more information on how you can make your brand stand out on social media, get in touch with the HROC PR team.