Cooking up engagements with Jewson
Each year, 4,000 tradespeople, apprentices and industry professionals hit the NEC in Birmingham for the UK’s Biggest Builder’s Merchant Show - Jewson Live.
However, Jewson was keen for the event’s legacy to live way beyond the one day, showing that it’s a brand which understands the needs of builders while showcasing its expertise on the latest products and construction techniques.
We’re a long-term communications partner of Jewson, so we worked with their marketing team to develop a strategy to promote attendance of the show among customers and generate legacy content to bring the show to life.
Before the event, we encouraged sign ups with a series of snackable social media pieces, including GIFs featuring Jewson Live presenter, Chris Kamara - linking his famous moments to relatable on-site situations.
The event itself we used as a content gathering day, capturing clips from celebs, tradespeople and Jewson experts. These were shared live, boosted through targeted social activity on the day, as well as being used as part of the long-term content strategy for the year.
The pièce de résistance was a delicious post-site pie recipe video we created with celebrity chef Peter Sidwell in a Jewson kitchen.
The day itself was a huge success, with a reach of more than 887k as our live content made its way across Facebook and Twitter. In terms of legacy, our video content achieved more than 351k impressions and 38k rich engagements.
This was a testament to the fact that the content tapped into key interests of our builder audience, including football (Chris Kamara) and food (pie video) as well as helping them with practical, on-site tips and advice.
Content and insights from the show fed into the award-winning BOB magazine and mailer and gave us a rich bed of content to choose from throughout the year - ensuring our output was varied and engaging.