PRODUCT(s): Outdoor Weatherproof Wiring Accessories

AUDIENCE(s): Professional Electricians ~ Contractors ~ Wholesalers

CHALLENGE: Spring represents a critical sales window for outdoor electrical products, with a significant proportion of annual demand concentrated into just a few months.

Hamilton wanted a focused seasonal campaign that would help stockists capitalise on increased demand while giving installers stronger reasons to choose its weatherproof range.

Our task was to create a coordinated push/pull campaign that built trade visibility, supported stockists and generated installer interest at the point when demand was highest.

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SOLUTION: We built the campaign around the power of third-party endorsement.

Confident in the product, Hamilton invited Professional Installer magazine to carry out an independent review of its Air Wireless Switching System. A qualified electrician was given a system to install on a live project and asked to provide an honest assessment.

The result was a score of 4.8 out of 5, giving the campaign a strong, credible proof point.

The review was supported by:

• trade print and digital advertising;
• advertorials and online banners;
• MPUs, leaderboards and opt-in email campaigns;
• distribution through LUCKINSlive and wholesaler channels;
• website and social media activity using the review as campaign content.

The same creative theme was used across installer and stockist communications, helping maintain consistency throughout the seasonal campaign.

OILING THE WHEELS OF HAMILTON (TRADE)…

Strategy: Seasonal push/pull campaign, audience targeting and media planning

Creative: Power of Endorsement campaign concept

Advertising: Trade print and online

Design: Display ads, advertorials

Digital: MPUs, Leaderboards, Opt-In eshots and landing page content

PR: Independent product review and trade-media coverage

Content: Review-led web and social media activity

RESULTS: The campaign generated strong trade visibility during the key spring selling period and increased traffic to Hamilton’s website.

The independent review gave installers a credible reason to consider the product, while stockists benefited from increased interest and product sales.

The activity also encouraged existing Hamilton users to share more outdoor installation content on social media, extending campaign visibility beyond the original media programme and helping generate interest in other applications.