An ecoSEAL challenge to the status quo

To drive the uptake of Geocel’s innovative ecoSEAL system, a campaign was required that would grab the industry’s attention and get the products in the hands of tradespeople.

The ecoSEAL system offers a greener alternative to traditional cartridge products. The trade's favourite sealant, adhesive and filler products are supplied in foil packs, which are used in conjunction with a reusable sleeve to significantly cut the amount of waste produced. Following the launch in 2020, the focus for 2021 was to increase awareness of the benefits and encourage tradespeople to try it for themselves.

Understanding that tradespeople like to stick to tried and trusted methods, we developed the ecoSEAL Challenge campaign. We recruited key industry influencers to take the ‘ecoSEAL Challenge’ and explain how ecoSEAL can help businesses reduce their environmental impact and that of the industry as a whole. These influencers included: Julian Perryman, Roger Bisby, Wayne De Wet, Wayne Bettes, Robin Clevett, Justin Bailly and Mr London Plumber. Tradespeople were invited to take the challenge themselves by signing up for a free product trial.

Our strategy for promoting the ecoSEAL Challenge included a launch video featuring all the influencers, regular organic social posts on Facebook and Linkedin as well as carefully targeted social advertising. Traditional PR was also a key element, with a launch release featuring in many of the core trade publications, product giveaway competitions with titles such as Professional Builder and technical features on the ecoSEAL system.

Across the campaign the coverage of the ecoSEAL challenge featured in diverse range of publications such as Heating and Plumbing Monthly, Glass and Glazing Products, The Decorator, PHPI, Professional Builder, Glass News and Professional Builders Merchant.

A budget was set for fulfilment and postage of the products, within which we achieved 1,330 qualified sign-ups.

We also achieved the following results:

• 77,000 views of the ecoSEAL Challenge video
• 17 pieces of press coverage
• 550k social media impressions
• 89k post engagements