How to sell kitchens to people who can’t buy them

Selco Builders Warehouse

The mission

Selco Builders Warehouse is a brand for tradesmen. While the public can browse, if you don’t have a Selco Trade Card, you can’t buy. Tricky situation when you are trying to get home owners to consider Selco. More so, when general awareness of some product lines is pretty much zero – such as kitchens. Our brief was to make some noise about Selco kitchens in the end user space. Our idea centred around social, and particularly Facebook.

What we did

We identified several Facebook user audiences we felt Selco would resonate with, then targeted them with paid advertising featuring a series of immersive, in-feed experiences using Facebook Canvas. Canvas takes people into a rich media environment, directly within the Facebook feed, to deliver text, images, video, carousels and bespoke assets. Ideal for showcasing the multi-faceted nature of fitted kitchens. We split activity over two phases, the first one pairing a number of Selco kitchens with different user audiences to see which performed the best – our primary metric being website click-throughs. We followed this up with a burst of activity pairing the best performing kitchen with the best performing audience.

What happened?

1

nominal investment saw an exponential spike in website traffic.

6000

extra users hitting the Selco website via the Canvas campaign.

50

percent less cost-per-result than the Facebook average.

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