How Bosch made social into a tool of the trades
Clear B2B Marketing and PR/Bosch Professional won at The Drum Awards for B2B 2022 in the Best Use of Social Media category for #ReadyForAnything. Here, we find out more about what went into this successful campaign.
How Bosch made social into a tool of the trades
Bosch Professional has bolstered its status as the go-to brand for tradespeople with a successful social influencer campaign to improve efficiencies and avoid expensive breakdowns.
Showcasing a plumber, electrician, tiler and carpenter the campaign capitalized on the inter-trade rivalry to encourage social audiences to rally behind their profession.
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The brief
Bosch asked Clear B2B Marketing & PR to orchestrate a series of challenges to pitch each trade against the other while embracing the good-natured banter and humor for which skilled trades are known for.
This would promote a range of power tools designed to make jobs more efficient and safe with a reduced risk of mechanical faults. In the process, the campaign would foster audience understanding and engagement while delivering authentic content.
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The idea
The approach included a teaser competition inviting audiences to guess who would be victorious as well as individual videos for each winning influencer.
Demonstrating the utility and reliability of a range of power tools the strategy centered on ‘Top Gear-style‘ challenges to lure in audiences of UK tradespeople.
The Instagram-first approach included Facebook and YouTube content but not LinkedIn or Twitter after focus group research suggested the latter two platforms were less well used by the target audience.
The results
Flush with the success the social approach delivered an engagement rate of 23.97%, far ahead of the 11% target. Other campaign wins include a 14% increase in landing page visits and a 6% uptick in the sale of tools from Bosch's durability range.
This was achieved for an average cost per video of £0.04 and a cost per thousand (CPM) of £0.005.
This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.