Developing a digital community to boost online presence
Creating a mobile-friendly solution that would harness the power of social media to raise awareness of Topps Tiles and create inviting and shareable content.
Topps Tiles briefed Agency Sauce to expand the brand’s social network whilst engaging with both the trade and end consumer customer base to raise awareness from both a brand and product perspective.
The solution was required to be mobile-friendly, make good use of social media and involve shareable content to encourage viral elements.
Agency Sauce developed an online competition, ‘Show off Your Style’, incorporating a mobile app. This created buzz around Topps Tiles, targeting key demographics and an expanding competition site, further establishing an online community where customers share ideas and inspiration. Spearheaded by celebrity interior designer and Topps Tiles’ style expert Julia Kendell, professionals and homeowners were encouraged to post photos of recent renovations to the new competition community.
Entrants were encouraged to share pictures across key social networks, including Facebook, Twitter, and Pinterest, and collect online votes. Winning entries were selected from a top 10 by a specialist judging panel; Real Homes Editor Caron Bronson and Julia Kendell, with the overall winner securing an interiors makeover consultation from Julia Kendell and £500 to spend at Topps Tiles.
Agency Sauce also created a PR campaign which targeted key trade, national, marketing and regional media focused on competition launch and highlighting Topps Tiles’ first ever-interactive online competition, driving traffic to the site. Regular media updates targeting online and print press gave the competition further traction, promoting its success and the impressive standard of the entries.
Prize-giving ceremonies were held at local Topps Tiles stores. Tailored winners’ releases were circulated to regional press, supported by a targeted media campaign to key trade, marketing, national and retail titles.
The competition provided an ideal platform for trade professionals, showcasing their skills and profiling their businesses. As well as the following:
- Extensive media coverage generating 1,963,791 OTS
- More than 21,500 competition votes
- 35,400 website visits with 77% of them being unique
- 516 design entries submitted to the competition gallery
- Entries from over 500 new users
- More than 1,000 images of inspiring home improvement projects, showcasing Topps Tiles products
- Over 3,100 shares across social platform