Campaign: Putting Fast-Fit Salamandre Trunking in Pole Position
Client: Legrand UK
PR team: Source Marketing Communications
Timescale: April-September 2011
Legrand hired Source to promote the launch of Salamandre, a new cable trunking (shafts for cables) product that is 50 per cent quicker to install than its predecessor. It wanted to generate interest in its three-month roadshow, which aimed to find the UK's fastest fitter and take the product to potential customers.
- To raise awareness in trade magazines
- To position Legrand as an innovator
- To generate interest in the roadshow.
STRATEGY AND PLAN
Legrand wanted to get coverage in trade publications read by electrical wholesalers, contractors and installers including Electrical Contracting News and Professional Electrician and Installer. A Facebook and YouTube campaign ran alongside a Salamandre microsite. Editors were invited to a presentation to test their installation skills. Source also set up reader competitions that highlighted the fast-fit element of the product.
MEASUREMENT AND EVALUATION
The campaign generated more than 100 pieces of coverage in target media.
More than 50 contractors and installers directly engaged with the Facebook campaign and the six videos posted on YouTube were watched 1,690 times.