Results
26% increase in awareness
65% increase in app downloads
18% in sales of 18%
Insight and strategy
For tradespeople, when they aren’t on the site and the tools they’re not earning. The last thing they need is spending time in store but with Screwfix offering a 60-minute delivery service and 1-minute click and collect that’s no problem.
Our role was to position Screwfix as the most convenient retailer in the market and do this in a way that would grab attention and get the brand talked about on building sites across the country.
Activation
We kicked this off with an integrated campaign that promoted the delivery service, joyously brought to life with tradespeople busting moves to the 80’s earworm ‘Break My Stride’. We cast actors with trade backgrounds for authenticity and we choreographed steps that would get tradies everywhere throwing a few shapes.
The campaign was further amplified through influencer partners. Ranging from authentic trade influencers to relevant, more mainstream influencers, as well as a handful of carefully selected ex-footballers - garnering over 5M views on TikTok and achieving over 7 minutes of free air time on TalkSport.
The follow up campaign promoted the click and collect service, featuring the same soundtrack, a new cast and a guest appearance from the Tik Tok sensation - Spud Man. Creating a content series off the back of the video, he was able to tell the Screwfix story in his own words which generated huge levels of engagement and excitement.
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