An award-winning promotional campaign with long-term impact
Background
JG Speedfit is a widely known variety of push-fit plumbing and pipe fittings in the UK, manufactured by John Guest, one of the global RWC group’s family of brands.
In 2023, I worked on their ‘20 Grand in Your Hand’ campaign, their first major sales promotion since the pandemic. It was a promotion designed to create plenty of interaction, featuring a wide range of prizes topped off with a £20k prize draw. The client wanted to increase sales, but also strengthen distributor relationships and create a buzz within the community of plumbers using Speedfit fittings.
Approach
Visuals focused on all the fun ways that customers could spend their winnings, and touched multiple different channels.
I personally created promotional videos for the campaign, social posts, email marketing, landing pages, and digital ads. The roll-out also involved trade publications, in-store promotions, and special campaign product packaging.
Outcomes
The campaign resulted in a wide range of user-generated content and increased the brand’s reach and visibility, with over 3,500 customers joining in with how they would spend the prize money.
Metrics show that the campaign delivered not only its short-term sales objectives, but also strengthened long-term relationships and created brand-leader perceptions.
Halfway through the campaign, the sales target had been exceeded by +100%, and the average engagement rate doubled the industry benchmark.
‘20 Grand in Your Hand’ won the Gold award at the 2023 B2B Marketing Awards in the category of Best Multichannel Campaign.
