BRIEF AND APPROACH
THE CHALLENGE
TROJAN is a high performing workwear brand owned by Arco, the UK’s largest safety and workwear company. Data indicated that a new generation of tradies were shopping very differently and social media was a key channel. We needed to raise awareness, drive £700K worth of sales and enlist a new army of brand fans - in a month!
OUR SUPER-CHARGED RESPONSE
We launched a campaign to find Britain’s Toughest Tradie. Blending real-world events with a banter-led news story, we enlisted an army of influencers who could land our message at the heart of the tradie TikTok audience.
We hosted two Toughest Tradie events in the North and South of the UK. Customers tested their brute strength and mental skills, while showcasing both the toughness of tradies and the quality of TROJAN workwear. Influencers and customers took on timed challenges, with scores on a leaderboard and winners shared on social channels.
We commissioned a national survey to nail down Britain’s hardest working tradespeople. Scaffolders took the crown, but spin-off news hooks included the “death of the builders’ bum - which allowed us to showcase Trojan workwear’s advantages.
750K
worth of sales generated
and still rising!
1400%
increase in daily sales
from the event
SUPER-CHARGE MOMENT
Local media attended, with BBC Radio Manchester live reporting for 17 minutes & front-page lead on the Daily Star
“Democracy nailed the brief and execution of this campaign. The results were outstanding and delivered much needed exposure and sales for the new TROJAN products. They swiftly got under the skin of what matters to our audience and were able to find a brilliantly creative way to deliver the campaign - from the moment of pitch they were in the trenches with us.”
Isabel Spence, Marketing Director of Arco