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SOME OF OUR LATEST WORK

Toolstation
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Working with tradies to leverage the power of B2B influencer to drive awareness and use of Toolstation's ‘click and collect’ service.

Approach

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OBJECTIVE

Our objective on this campaign was To showcase Toolstation’s Click and Collect service, marketing to tradies versus the average consumer. The goal was to reach their core and frequent use customer rather than the average DIY-er, who will come in once a year with ambitions to build a shed. Disrupt were to initially raise awareness of their Click and Collect service through B2B influencers to trade personnel, and ultimately drive sales on the website. Key objectives were; 350k organic impressions, 2.1m paid impressions, 100 conversions.

CLIENT CHALLENGE

Toolstation were concerned about the idea of working with influencers to promote their brand, as they thought that it could end up looking like Bob the Builder meets TOWIE. Thanks to our knowledge of the B2B influencer marketing space, we were able to overcome this by working with creators who perfectly aligned to the brand and their campaign goals.

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Solution

We contracted with 12 micro-influencers who were also genuine tradesmen which allowed us to hit the client’s desired demographic. On our recommendation, we increased the number of creators used so that we could explore more trade verticals in order to reach a wider audience and exceed our impression goals. For many of the influencers chosen, it was their first time working with a brand the size of Toolstation, which had the added benefit of increasing the influencer’s range and trustworthiness in Toolstation’s services.

We made sure to work with a variety of careers over both IG Reels and TikTok to build and maintain interest in all aspects of Toolstation. The delivered content was highly authentic, effectively showcasing Toolstation's Click and Collect services. It encouraged easy sales and service usage while ensuring educational value. Audiences could simply click through unique tracking codes directly to site and product pages. Paid activity was activated across a month, with just £4.4k allocated for all talents, ensuring that we amplified the best-performing content to allow for the best results. All content adhered to ASA guidelines and was able to be reused in Tool Station materials.

RESULTS

1.2M Organic Impressions
736% Impressions Rate
3.7M Paid Impressions
11K+ Engagements
13:1 ROAS
1.3K Purchases

AWARD-WINNING RESULTS

TIME AND TIME AGAIN

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Best Campaign for ROI, Silver

Influencer Marketing Awards

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Best Use of Budget, Bronze

Influencer Marketing Awards

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INTEGRATED CONTENT CAMPAIGN OF THE YEAR

UK Content Awards

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BEST WORKPLACES, MEDIUM ORGANISATIONS

Great Places to Work, UK

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INTEGRATED CAMPAIGN

Digital Growth Awards