The Glass and Glazing Federation has declared its “Stay Safe with MyGlazing.com” consumer campaign an outstanding success, with 140 press articles including almost every regional newspaper covering the campaign as well as over 215,000 visitors via the campaign’s search engine marketing.
The campaign, run via the federation’s MyGlazing.com consumer website, was launched in a year ago aimed at building consumer confidence in glazing home improvement companies through the lockdowns and uncertainty of the pandemic.
The GGF Marketing team with the support of two external agencies, SLX Marketing and Refresh PR, implemented an integrated marketing communications strategy that included PR, search engine optimisation, regular advice articles and information on the MyGlazing.com blog and social media activity all underpinned with a bespoke campaign branding and the GGF Covid Safe Guide for Homeowners.
The PR coverage of the campaign highlight its success with 148 articles in the consumer regional and lifestyle press creating over 112 million opportunities to see the GGF and/or MyGlazing.com brands.
The campaign’s online statistics include:
- Over 15 million page impressions
- Over 215 thousand visitors via the campaign’s search engine marketing.
- Over five thousand visitors used the installer search directory to find GGF Members near them and three thousand clicking through directly to GGF Members’ websites from MyGlazing.com
- Over 330 thousand pages of content were viewed during the campaign
GGF director of external affairs James Lee said: “Our campaign research indicated that consumers, at the height of the campaign, wanted clear guidance and reassurance that they could make glazing home improvements so long as they and the company they were employing, were adhering to the safe guidelines.
“The GGF Safe Guides have proved invaluable in helping provide consumers with the confidence to not only plan home improvement but also to allow tradespeople to work safely in their homes.
“The campaign results are superb and 2020 and 2021 will go down as record years for the GGF’s PR coverage and online audience figures. However we are not resting on our laurels and are already looking forward to launching another consumer campaign in the next few weeks.”