SENCO, a leading manufacturer of pneumatic tools and fasteners for professional contractors and woodworkers, wanted to supplement its traditional channel marketing with demand generation among relevant tradespeople, focused on social media. Freeman developed a month-long promotional campaign to act as a “membership drive” for SENCOʼs previously underutilized Pro Team customer database. We structured the promotion as a sweepstakes with a prize package giveaway of SENCO tools as the primary call-to-action, driven by social media advertising and content targeting a professional contractor and builder audience.
Strategy
Freeman’s digital team developed the campaign from the ground up. We engaged a third-party promotional management platform, created rules and legal requirements for entry and designed the landing page, marketing collateral and advertising creative. We identified prospect audiences on Facebook and Instagram, and launched ads driving qualified traffic to the landing page. Our content specialists executed a series of posts to engage existing and new social media followers with compelling product information throughout the campaign. Over the four-week promotion, SENCOʼs social media accounts generated 1.1 million brand impressions and 25,000 visits to the campaign’s landing page — on a total budget of under $10,000. The brand’s Facebook followers grew by 42 percent, and Instagram followers grew by more than 500 percent, with approximately 21,000 total social media engagements. Over 4,200 tradespeople entered the sweepstakes and opted-in to receive future brand marketing, quadrupling SENCOʼs ProTeam database.