Direct Line: Tradesmen Olympics -Achieving over 12 million social media views
Tradesmen are not know for their interest in insurance, despite the often dangerous nature of their work. So when Direct Line approached Pebble Studios to reach this unique audience, we immediately recognised the opportunity to make insurance a topic for social conversation. The primary objectives were to increase awareness within the SME Building Community and drive traffic back to DL4B product landing pages .
We conducted in-depth research into the type of content that gets shared by the building community, and where the conversation typically takes place. Our strategy led us to partner with the influencer On The Tools, creating a series of spoof building site videos that tapped into topical events via the Rio Olympic games. A so the ‘Tradesmen Olympics’ were born – a socially driven content campaign that got builders liking, commenting and sharing.
RESULTS: Went viral in the truest sense of the word, delivery equivalent media value of £600,000 over the 3 months that they were live and an ROI of 20:1. Perhaps just as importantly, we put safety firmly in the minds of millions of tradesmen.