%
Increase in website traffic
%
Increased web traffic to our wood filler product pages
%
An astounding Return on Investment (ROI)
The brief
Toupret UK, a trusted brand for professional tradespeople, identified a need to expand its Wood Filler range based on consistent feedback from its community. Professionals sought white, off-white, and fine-finish variants to complement their existing offerings. Toupret partnered with Social Firefly to launch a campaign that placed customer feedback at its core, aiming to:
- Increase awareness of the new products.
- Drive engagement and loyalty among the professional community.
- Boost sales across the Wood Filler range.
The campaign needed to reflect Toupret’s commitment to its customers while showcasing how their input directly shaped its product innovation.
The challenge
Toupret UK’s reputation for quality products was well-established, but the challenge lay in demonstrating its responsiveness to customer needs. Professionals voiced their preferences for new wood filler variants across social media and in-person interactions. The market required a campaign that stood out by emphasising co-creation and customer-driven innovation.
Toupret also needed to engage both professionals (end-users) and merchants (decision-makers) while ensuring the message resonated with its community, driving meaningful engagement and measurable results.
Our approach
At Social Firefly, we believe that the strongest campaigns are rooted in listening and collaboration. For Toupret UK’s Wood Filler range expansion, we embraced a community-driven approach, focusing on the voices of professional tradespeople who inspired the new product line.
By integrating their feedback into every step of the campaign, we positioned Toupret as a responsive and trusted partner for the trade. Through a mix of storytelling, interactive content, and precision-targeted advertising, we connected with both end-users and decision-makers, ensuring the campaign resonated across key touchpoints.
Here’s how we made it happen:
1. Community-Driven Storytelling
Social Firefly crafted a narrative that spotlighted real customer feedback as the driving force behind the product development. Content across Meta (Facebook and Instagram) and LinkedIn showcased user comments and requests, positioning the new products as a direct response to their needs.
2. Interactive and UGC-Focused Content
The campaign leveraged user-generated content, including before-and-after transformations, and engaged audiences with interactive features like Instagram polls and “spot the difference” posts. This approach not only highlighted the new product features but also encouraged active participation from the community.
3. Targeted Paid Campaigns
Highly focused Meta campaigns reached professionals in the trades, while LinkedIn ads targeted key decision-makers in merchant businesses.
4. Industry Partnerships and Employee Amplification
Collaborations with platforms like the Trade Decorators Forum and leveraging Toupret’s sales team on LinkedIn amplified the campaign’s organic reach and credibility.
5. Accessibility and Engagement as Standard
Content was designed to be accessible, with clear alt text, engaging visuals, and responsive community management, ensuring all professionals felt included and valued.
With our strategic guidance and content creation, the campaign exceeded every target, achieving significant increases in engagement, website traffic, and sales, all while showcasing the value of co-creation and community engagement.
This campaign wasn’t just about launching new products—it was about celebrating the professionals who inspired them, reinforcing Toupret’s reputation as a brand that listens, innovates, and delivers. An example of customer-centric marketing at its best.
“Our campaign, devised with the expertise of Social Firefly, exceeded all expectations for KPIs, beautifully showcasing our new and existing Wood Filler products. We’re incredibly proud of the campaign’s success, which not only resonated with our professional community but also drove a significant increase in sales. A big thanks to everyone involved!”
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