Everyday Hero Campaign

Ballyclare

Social Media Campaign

Starting point.

Ballyclare like to approach their marketing from new, different angles (which makes them such a perfect fit for us). So when we started talking to them about the idea of a social media campaign to help them improve their customer engagement, they were happy to listen – even though it was something they had never produced, or even considered before.

Taking the brand further.

In this sector, most of the advertising is product, product, product. Cutaways of protective layers. Diagrams showing arrows of rain bouncing off impenetrable surfaces. What we wanted to do was create a more emotional connection between the protective clothing and the people who wear it. Our ‘Everyday Hero’ competition connects Ballyclare to those people who go above and beyond the call of duty every time they go to work. It shows them that we appreciate the courage they have, and the sacrifices they are prepared to make. It’s something completely new for Ballyclare and their sector as a whole – bringing B2C engagement to a B2B market. But, more importantly, it’s not new for new’s sake; there’s a sound business principle behind it, because by making Ballyclare the name people first think of in PPE, we’re making it the one they’ll specify by choice. We’re clearly differentiating the Ballyclare name and products from everyone else in the market.

What happened next?

Nominations have been arriving in a steady stream. And we’ve seen a good spread in where they’ve come from across all social media platforms. Alongside all the firefighters, rail workers and public servants like the Police who wear Ballyclare’s protective clothing, we’ve also been delighted to receive nominations for office workers, farmers, doctors – and even plain old dads. It just shows everyone can be an everyday hero. Even social media managers when results show a massive boost in engagement and a staggering increase in reach.

The outcome.

“Nominations have been arriving in a steady stream. And we’ve seen a good spread in where they’ve come from across all social media platforms. Alongside all the firefighters, rail workers and public servants like the Police who wear Ballyclare’s protective clothing, we’ve also been delighted to receive nominations for office workers, farmers, doctors – and even plain old dads. The ‘Everyday Hero’ campaign is going great, with some fantastic comments”

— Andy Hart, Marketing Manager, Ballyclare Limited.

The Results.

  • +1000%

    REACH

  • +21%

    INSTAGRAM FOLLOWERS

  • +66%

    FACEBOOK ENGAGEMENT