In late 2015, two things became obvious: firstly, that the regional stock of damaged houses was finite and Smartlift needed to promote its service to retain the lion’s share of the work still available while considering its strategy for the future. Secondly, the company became aware it was now time to put something back into the community that had given it so much work.
They rightly looked to the valiant team at G&A Creative Agency to help.
We went to the drawing board to create a campaign to raise brand recognition and ensure the company’s point of difference came across. The campaign had to find qualified leads that would ultimately generate referrals and increased business for Smartlift.
We came up with finding an earthquake-damaged community building, such as a clubhouse or similar, that would benefit from the Smartlift process. Smartlift would lift and level it at no cost for the benefit of the community using it. All promotion would focus on benefits to the community rather than on the client, and community engagement would be encouraged. Costs of running this type of campaign, even including the building lift, can be much less than running a typical advertising campaign with conventional media placement.
Reach (Unique Users)
Page 'Likes' from 0
Increase in website visits
The campaign raised the public profile of Smartlift beyond expectations. And best of all, the results were measurable.
- 231,463 impressions by 123,273 unique users of the Smartlift brand on social media.
- Growing the Smartlift Facebook page from 0 to 1,093 “likes”
- Nearly 10,000 visits, including 7,036 unique visitors, to Smartlift’s website in two months
- Average daily traffic to the Smartlift website increased by 600% during the campaign.
- The majority of the group is between the ages of 25 and 44; 60% are female and 40% male, mostly from Christchurch, New Zealand.