In December 2018, around 4000 visitors hit the NEC in Birmingham for the UK’s Biggest Builder’s Merchant show – Jewson Live.
As a long-term communications partner of Jewson, we worked with their marketing team to develop a strategy to promote attendance of the show among customers as well as generate legacy content to bring to life the activity at the show.
The theme of the show was to promote Jewson as a brand which understands the needs of builders: whether that’s giving technical information on the latest products and construction techniques, giving advice on operating as a small business or providing some tasty craft ales to enjoy after a hard day’s graft on site.
Tangerine and Jewson increased awareness of the show to drive sign ups with a series of social media content pieces, including GIFs featuring Jewson Live presenter Chris Kamara linking his famous moments to recognisable situations from on site.
At the show we boosted conversation through targeted social activity as well as capturing content from celebs, tradespeople and Jewson experts to share both live as well as to feed into the long-term content strategy for the 2019 campaign.
Check out this delicious looking post-site pie recipe video we created with celebrity chef Peter Sidwell at the show.
- Social results from the day saw a potential reach of 887,500, with live content being shared across both Facebook and Twitter too
- Post-event video achieved 351,000 impressions and 38,000 engagements across Twitter and Facebook
- Insights and content from the show will feed into the award-winning BOB magazine and mailer, as well as social content throughout 2019