Finding new customers for The Very Group →
We delivered close to 4,000 new customers for The Very Group's flexible payment scheme in one season's campaign.
Irwin Tools are an established, industry-leading tool manufacturer. They were looking to generate brand awareness for their new product, through a multichannel, marketing activation campaign.
Starting with a full research phase, we gained detailed insights into young tradespeople and apprentices. We discovered how and why they buy specific hand tools. We split the findings into three key areas:
+ The Audience - e.g. tradespeople don’t buy into
an overall brand
+ Category and competition – e.g. saws, while
essential to deliver a quality product, are low cost,
low involvement and regularly replaced
+ Retail environment – e.g. the path to purchase
for tradespeople is varied
Using these insights, we learned that tradespeople wanted a product that focuses on superiority and performance, plus its ability to deliver
quality workmanship.
Sawdust is the by-product of a job well done. So, we created a narrative around a superior Jack saw that will help a top tradesperson effortlessly
produce more sawdust. This bold and confident tone would appeal to the no-nonsense nature of a tradesperson.
We brought the campaign to life by creating a series of communications used online, in-store and at trade events. This included POS, targeted email, retargeted banners and social posts.
The campaign was widely engaged with, across all channels delivering:
+ 300% uplift in in-store sales (through execution and implementation of our POS solution).
We’re proud to have helped deliver a product to
market that left other saws in the dust!
We delivered close to 4,000 new customers for The Very Group's flexible payment scheme in one season's campaign.
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