How Optimaxx reached 2.1 million tradespeople with an engagement rate nearly 3x the industry benchmark
A paid social campaign that doubled the planned engagement total, drove 131% more website visits than targeted, and grew a brand-new Instagram following from zero.
Optimum design. Maximum performance. Now, maximum visibility.
Optimaxx manufactures extreme performance screws and construction fixings for the trade, products built to outperform standard alternatives, designed for professionals who take their tools seriously. The brand had strong products across a range of formats and sizes. The challenge was ensuring the tradespeople most likely to choose Optimaxx actually knew the brand existed.
Action Marketing was brought in to run a six-month paid social campaign targeting a broad range of tradespeople across Facebook and Instagram, with three core goals: build genuine brand awareness at scale, drive qualified traffic to the Optimaxx website to support stockist discovery, and grow the brand’s social footprint.
Content that tradespeople stopped to watch.
The approach centred on showing Optimaxx products in the context that matters most, on site, in use, solving real problems. Product demonstrations, application content, and well-targeted paid ads worked together to build recognition among the trades that Optimaxx products are designed for.
Engagement rates told the clearest story. While the benchmark target for the campaign was 10%, Optimaxx consistently achieved 26–34% across individual months, averaging 28% over the full six-month period. That’s not just an algorithm win, it’s a signal that the content was genuinely resonating with the right people.
By the second month, the campaigns had fully hit their stride. Reach began significantly exceeding the monthly 450,000 target and continued to accelerate throughout the campaign, peaking at just under 1 million tradespeople reached in the final month alone. Engagement rates maintained an average of 18% across the campaign, nearly double the 10% benchmark, with a standout peak of 28% in May.
total engagements against a target of 300,000. Nearly double the planned output, delivered through a consistent creative approach that prioritised content tradespeople actually wanted to interact with. That level of engagement also contributed to organic audience growth well beyond the paid reach alone.
Website traffic followed the same pattern. The campaign set out to drive 7,500 tradespeople to the Optimaxx site over six months. It delivered 17,303 which was 131% above target, with each visit exposing tradespeople to the full product range and helping them find their nearest stockist.
433
New Instagram Audience targeted to build Instagram following. 433 followers gained demonstrating the brand’s ability to grow different audience segment on a platform Optimaxx was looking to grow.
131%
Above the website traffic target, 17,303 visits delivered against a goal of 7,500, driven by high-performing targeted ad creatives.
Facebook also saw 84 new page followers alongside the Instagram growth, reflecting growing brand recognition across platforms.
Three targets. All exceeded some by a significant margin.
“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.”
A 28% engagement rate doesn’t happen by accident.
Optimaxx came into this campaign as a brand with real products and a specific audience. Over six months, over 2.1 million of those tradespeople had been reached, 597,000 had actively engaged, 17,000 had visited the website, and a new audience had been targeted showing high Instagram growth built
If you make products for the trade and you want more tradespeople to know about them, get in touch to find out what Action Marketing can do for your brand.
Ready to reach more tradespeople?
Talk to the Action Marketing team about what a targeted social campaign could deliver for your brand.
