British Gypsum supports plastering apprentices and colleges through the Thistle Partnership and Learning HUB, which help provide access to the latest products, literature and industry expertise. To support the initiative, Tangerine created a campaign that raised awareness of the site and increase engagement with apprentices.
Tangerine created the #BGShoutOut competition, which engaged plastering apprentices in a space they were already comfortable: social media. Users were asked to take a picture of their plastering work and send it to British Gypsum via Twitter, Vine or the website, using the hashtag #BGShoutOut for a chance to win a PlayStation 4 and a tour of the British Gypsum mine.
As British Gypsum’s followers tend to be more experienced plasterers, social media advertising was used to ensure the highest possible number of apprentices were reached. It was clear from the research that the digital natives being targeted need more than a simple static advert to catch their eye, so Tangerine created a series of GIFs to grab attention and increase shareability. To increase longevity, winners were also sent a cut-out ‘selfie’ frame to pose inside alongside their prize, and a note asking them to send the image to the British Gypsum Twitter account.
To create further buzz and to make sure all touchpoints were covered, Tangerine also worked with Apprentice Builder magazine and engaged with the Thistle Partnership colleges to help create conversation among apprentices.
29 entries to the competition through social media channels
Reach of 116,884 users from target audiences
47 retweets, 5 replies, 32 new followers
1,598 clicks through to the British Gypsum website