Using our c360 approach we created a cross channel campaign that leveraged tradespeople’s love for humour and sports. Using Europe’s second largest digital billboard, we tapped into Manchester United’s publicity around their recent poor performance on the pitch and their stadium’s leaky roof, a problem Checkatrade is poised to fix.
Impressions
Increase in organic video views versus BAU content
Pieces of coverage
Increase in revenue versus 7 days prior
A reactive campaign leveraging tradespeople’s love for humour and sports
Checkatrade identified an opportunity to increase market share in Manchester due to the high consumer demand in the region. They briefed us to increase their brand awareness, and to drive consideration of their platform amongst both audiences, homeowners and tradespeople in the Manchester area.
Using our connected campaign approach, we created a reactive cross-channel campaign that leveraged tradespeople’s love for humour and sports.
Using a Digital Out of Home billboard (the 2nd biggest in Europe and strategically located just around the corner from Old Trafford) our creative tapped into Manchester United’s publicity around their recent poor performances on the pitch and their stadium’s leaky roof, a problem Checkatrade is poised to fix.
Taking offline, online
In the campaign’s second phase, we bridged the gap between offline and online media. Capturing and sharing photographs of the billboard, with Old Trafford prominently in the background, was key to our strategy for online traction and driving further consideration.
We engaged in a targeted digital PR campaign, focusing on sports and national news outlets that had recently reported on Old Trafford’s persistent roofing problems – with these being the publications that tradespeople are most likely to read.
Our aim was to have these images circulated on social media, betting on the cheeky nature of the content to achieve viral status. This approach was designed to maximise Checkatrade’s brand exposure, sparking conversations online not just in Manchester, but throughout the UK.
The billboard was seen an estimated 880,000 times, but took on a life of its own when featured in key publications with huge engaged readerships.
Such as The Daily Mail, The Sun, Talksport, and GOAL. Additionally, the campaign gained significant attention on social media, with platforms like Ladbible, Sportbible, and The United Stand highlighting our billboard, among others.
Checkatrade’s brand was mentioned 2,196 times online, with the posts reaching millions of viewers.
This campaign was widely praised as a “Marketing masterclass” by numerous individuals on X.com.
Impressions
Increase in North West leads
Pieces of coverage
Was all it took to achieve those results
By sharing images of the billboard with Old Trafford in the backdrop, and distributing to journalists and major social media channels, we achieved extensive coverage in national publications like The Sun, sports publications such as Talksport, and remarkable social media traction with some posts reaching over 80,000 likes.
This blend of reactive DOOH advertising and Digital PR broadened Checkatrade’s reach, engaging both local and nationwide audiences.
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