When leading decking specialist Arbordeck commissioned Harris to create a national social media campaign promoting the excellent work of its decking installers, our social media team delivered a strategy that exceeded our client’s expectations on every level.
The campaign built on the success of the award-winning Arbordeck website Harris delivered in 2016, and proved to be integral to the company’s 2017 online marketing strategy.
The objectives were to:
Arbordeck’s relationship with installers is vital to the business: their creative talents mean Arbordeck products are beautifully presented in gardens, venues and outdoor spaces nationwide.
While installers’ involvement was key, Arbordeck also wanted to reach consumers in the UK aged 30-65 with an interest in gardening, landscaping, and the outdoors.
The crux of the campaign was the Arbordexperts competition, with entrants sharing a picture of their timber or Trex decking installation on the Arbordeck Facebook page or on Twitter, for the chance to win a prize.
The social media campaign proved again what a powerful tool integrated digital marketing can be for the construction sector.
The dual-purpose campaign helped create new and cement existing relationships with installers as well as reaching homeowners, potentially in the market for Arbordeck’s products. It also effectively generated opportunities for the Harris team to professionally photograph submitted decks.
Twitter reach was increased by 223% and Facebook reach by 435%, with a 20% increase in Facebook likes and 23% increase in Twitter followers during the months the campaign ran.
Arbordexperts provided measurable results and, crucially, trickle-down benefits to Arbordeck’s key customers: the decking installers whose work the campaign celebrated.