CASE STUDY: Screwfix builds business through local media

Provided by Newspaper Society
Screwfix use local media to boost sales in branches in specific UK regions
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What was the Challenge / Background of the Campaign?

Screwfix is the UK's leading supplier of tools, accessories and hardware products to the trade, selling millions of products to building professionals and serious DIY enthusiasts every year. Customers can shop at any local Screwfix branch, online or by phone via the Screwfix National Contact Centre. A national network of over 150 local Screwfix branches offers tradespeople - and serious DIY enthusiasts in the know - immediate access to an enormous range of building essentials at unrivalled prices.

What was the Campaign Objective?

Screwfix wanted to benefit from the strong affiliation local media has with the community to get closer to its audience and, in turn, support its branch network. This approach would also help in positioning Screwfix as an even more credible alternative to local independent outlets.

What was the Solution?

The local media campaign ran across a number of locations across the UK, including Barnstaple. The campaign used a powerful combination of local print and online channels in sport and classified sections to connect with their local customers.

What were the Results?

Local media drives business for national brands. Among the trade audience Screwfix enjoys very high awareness and their advertising and their catalogue are well known. The local media campaign using sport and classified platforms has further connected Scewfix with its local community and delivered tangible benefits. The Barnstaple campaign has driven an increase in new customers and increased frequency among existing customers. Screwfix gained +5% Weekly new customers and Total weekly customers were up by +8%.

What were the Key Learnings of this Campaign?

The highly valued sport and classified sections of the local newspaper provide a natural alignment and targeted positioning for advertising to tradespeople and small businesses. Named highlights of the paper from the groups included the sport and classified sections, which supports the findings from the wanted ads* research which showed both of these to be high engagement sections. The online activity has complemented the print to further connect Screwfix with local grass-roots sport.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsTradespeople and serious DIY enthusiasts
25 - 34
35 - 44
45 - 54
Male
ABC1
C2
LOCAL MEDIA / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESS
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