Our goal was simple: raise awareness and build engagement with Casella’s new, next generation noise dosimeter, dBadge2, during its launch at the Health and Safety Event, a premier exhibition for occupational hygienists and health and safety professionals.
The key theme for the launch was ‘Get Connected’, to demonstrate the dBadge’s wireless connectivity. This was part of a wider initiative to convince our target audience to give occupational health the same priority as occupational safety.
Working with a small budget, we needed to convey these key messages in a manner that would engage with visitors and other exhibitors at The Health and Safety Event using social media, and particularly Twitter, as the primary communications channel.
Simplicity was the key to success for this campaign. We created signs with key messages and used the hashtag #CasellaGetConnected to create a reference point. We used these to capture images of exhibitors and visitors and asked if they would be kind enough to help us spread the word; the majority happily joined in the fun. These photos were then posted to Twitter throughout the event and our supporters acknowledged.
We also went to a number of seminars during the event and tweeted live with quotes, raising discussion points and opportunities for further engagement.
This simple campaign produced a major impact. It won the category for ‘Best Use of Social Media’ award at The Health & Safety Event. It also generated a huge increase in Twitter traffic:
- Reach of 81,634 – 98% increase from the previous week
- 33 new followers gained during the show – 52% increase from previous week
- 69 retweets – 84% increase from previous week
- 16 mentions – 56% increase from week before