The brief

Create awareness of home security over the summer months in order to help promote Avocet’s snap-secure ABS door locks.

The strategy

Working in partnership with Avocet and Neighbourhood & Home Watch Network (NHWN), we designed a summer security campaign running throughout the duration of the 2015 English and Welsh school summer holidays. The main focus for this activity was Avocet’s two main social media platforms, Twitter and Facebook, with the campaign also announced via a one-off press release aimed at key local and regional media. 

Source created two key hashtags - #ABSsummerlockin and #stayabssafe in order to ensure Avocet’s ABS (Avocet Break Secure) brand was at the forefront of all activity and ran a six week programme of plan activity focused on:

  • Increasing awareness of the issues surrounding lock-snapping – namely the misinformation concerning what constitutes a snap-secure lock.
  • Highlighting the fact that insurance companies supply like-for-like replacements for snapped locks.
  • Increasing Avocet high security locks awareness, understanding and demand from consumers.
  • Promoting the sponsorship of Neighbourhood and Home Watch Network.
  • Increasing followers and engagement to all Avocet social media sites.

An external toolkit for partners was created to help spread the word about the campaign. Source also created an internal toolkit to help Avocet staff engage with #ABSsummerlockin activity including social media guidance. Weekly competitions were also run on Facebook that ensured engagement remained high and provide PR opportunities for Avocet following the completion of the campaign.

The results

The launch press release gained coverage across a significant number of Johnston Press titles – most notably in one of the key target areas in the south of England.

On social media, top influencers engaged with included security firms, Police Constabularies and Crimewatch.    

On Twitter, impressions soared over 167,000, profile visits topped 5,000 and Avocet attracted over 200 new followers. Facebook performed as well, with over 100 new likes and a top post that earned close to 15,000 impressions – Avocet’s most popular ever post on Facebook.

 

Additionally, NHWN received 362 direct enquiries to its office concerning the campaign, saw an 11 per cent rise in web traffic compared to the same period in 2014, and its August e-newsletter, which contained the full details of #ABSsummerlockin reached 40,000 people.