Iris > 实例探究 > Wickes Tradesman's Suncream:一项成功的活动,旨在促进商人的防晒安全

Wickes Tradesman's Suncream:一项成功的活动,旨在促进商人的防晒安全

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适用行业
  • 零售
关于客户
Wickes,英国一家家居装修零售商。
挑战
在英国,每两周就有一名商人死于皮肤癌。超过 85% 的病例是可以预防的,但研究表明,许多商人不使用防晒霜,认为它软弱无力或缺乏男子气概。
解决方案
隆重推出 Tradesman's Suncream——一种有趣、严肃的方式,使防晒霜与贸易相关。该系列有 Brickie's Bronze、Plasterer's Pink 和 Apprentice White 三种颜色,装在微型油漆罐中,经过专门包装,可以承受建筑工地的粗糙和翻滚,并在全国范围内免费赠送。
运营影响
  • The Tradesman’s Suncream initiative was a resounding success, achieving significant organic cut-through and changing attitudes towards sun safety among the UK’s most at-risk workers. The campaign not only raised awareness about the importance of sun protection among tradesmen but also positioned Wickes as a socially responsible brand committed to the health and wellbeing of its customers. The initiative also led to increased engagement with the brand, as evidenced by the surge in sign-ups to Wickes’ Trade loyalty scheme. The success of the campaign was such that it received backing from the UK Government, further enhancing Wickes' reputation and reach.
数量效益
  • Over 12 million media impressions in just 48 hours
  • 160% increase in website visits seen by charity partner Sckin
  • Over 20,000 pots of suncream distributed through Wickes stores across the UK

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