Achieving over 12 million social media views for Direct Line

The ‘Tradesmen Olympics’ was a socially driven content campaign that got builders liking, commenting and sharing. Find out how we went viral.
  • Client: Direct Line
  • Project: Filming, VFX & CGI

CHALLENGE

Tradesmen are not known 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.

SOLUTION

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. So, the ‘Tradesmen Olympics’ were born – a socially driven content campaign that got builders liking, commenting and sharing.

The 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.

RESULTS

The 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.

Facebook views – 12m views

Facebook shares – 100,000+

Youtube views – 70,000+

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Location of Pebble Studios
Pebble Studios, The Frames, Unit 113, 1 Phipp Street, EC2A 4PS