For Totally Workwear, home of the biggest tradie brands, the back to work period is one of the most important sales opportunities of the year. But we realised that tradies aren’t interested in shopping. They want to get in, get out and get back to work.
Using the insight as the basis for our language and the name of the promotion itself, we were able to get straight to the point. We redesigned to look of the TWW catalogue to look… less like a catalogue. And then we targeted tradies through Facebook and radio, two of their favourite and most effective media.
Our Facebook activity generated a reach of over 1 000 000 impressions via Canvas and over 3,188 link clicks on a promotional Carousel. As a result of this and offline activity including radio and instore, sales increased by over 20% across the Totally Workwear business.