The Glass and Glazing Federation (GGF) consumer campaign “Stay Safe with MyGlazing.com” has ended an outstanding success with results showing record figures both in PR coverage and in online traffic.
The campaign, run via MyGlazing.com – the GGF’s independent award winning consumer website – was launched in July 2020 and designed to build 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 are equally impressive with;
- 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
On the campaign’s success, James Lee, GGF Director of External Affairs commented:
“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.”
Jessica Simm, Senior Account Manager for Refresh PR commented:
“In the last quarter of 2020, the PR coverage gained was exceptional with practically every regional newspaper carrying advice articles from the campaign. We are delighted with the results and pleased our hard work has come to fruition.”
Graham Hansell, Managing Director of SLX Marketing added;
“At a time when homeowners were restricted and going online for solutions, it was imperative that they received the best advice and guidance. The GGF certainly provided that and we were delighted to play our part in the campaign’s success by implementing the search engine marketing and website development.”
James Lee summarised;
“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. These are exciting times for the GGF with so much activity on all fronts for Members and the entire industry’s benefit.”
You can view the Stay Safe with MyGlazing.com articles on www.MyGlazing.com