How Carpenters Mate grew their social following by 5x and drove 52,000+ tradespeople to their website.
A traffic and awareness campaign that smashed every target, delivering 3.6x the planned engagements, 169% more website visits, and five times the follower growth.
Innovation by carpenters, for carpenters, and now, discovered by the trade.
Carpenters Mate manufactures time-saving innovations designed specifically for the carpentry and joinery trade, most notably their M10 bolt alternative, a product that removes significant time and effort from traditional fixing methods. Built by tradespeople who understood the problem first-hand, the brand had a genuinely strong product story. The challenge was making sure the right audience actually heard it.
Action Marketing was engaged to run a six-month paid social campaign focused on building brand awareness and driving qualified traffic to the Carpenters Mate website allowing tradespeople to explore the full product range and locate their nearest stockist. Page growth was also set as a primary objective for this brand.
Traffic, community, and content that actually landed.
We launched with a strategy built around three pillars: showcasing the genuine time-saving benefits of Carpenters Mate products through engaging content, running a traffic campaign structured to deliver high-volume website visits, and growing a real community of carpenters and joiners who would become long-term brand advocates.
The engagement results across the campaign were exceptional. One standout month delivered an engagement rate of 94%, the highest single month across all three brands in the campaign period. Across the full six months, total engagements reached 2,835,860 against a target of 782,000, representing nearly 3.6 times the planned output.
total engagements, against a target of 782,000. Nearly 3.6 times the planned output, delivered through a consistent creative approach that positioned Carpenters Mate as a genuine time-saving innovation for the trade. That level of engagement built real brand recognition, not just impressions.
Website traffic told a similarly strong story. The campaign set out to drive 19,550 tradespeople to the Carpenters Mate website over six months. It delivered 52,611 (169% above target) with each visit representing a real carpenter or joiner exploring the product range and finding their nearest stockist.
The follower growth objective was where the campaign performed most dramatically. With a six-month goal of 489 new followers, the campaign delivered 2,553 which was more than five times the planned growth. Demonstrating growing brand affinity within the carpenter and joinery community.
94%
Peak monthly engagement rate, the highest recorded across all three brands during the campaign period
8,800
Average tradespeople driven to the Carpenters Mate website every single month across the campaign.
Six targets set. Six targets exceeded.
“Dylon is addicted to numbers! We had Action Marketing take full control over our recently acquired brand as AM had come recommended. Action Marketing took over our content using exisiting content we had used previously, managed our interactions with end users and over achieved on ads.”
Great products need people to know about them.
Carpenters Mate had already done the hard part — they’d built something genuinely useful for their trade. Action Marketing’s job was to make sure enough of the right people discovered it. In six months, over 3.9 million tradespeople had seen the brand, more than 52,000 had visited the website, and over 2,500 had actively followed the page.
If you have a strong trade product and you’re not reaching enough of your audience, get in touch to find out what a focused campaign could deliver.
Ready to reach more tradespeople?
Talk to the Action Marketing team about what a targeted social campaign could deliver for your brand.
