How Orbix reached 3.87 million electricians in six months and doubled their follower target
A focused paid social campaign targeting UK electricians that blew past every benchmark set, grew a loyal audience, and drove nearly twice the planned website traffic.
Getting the right product in front of the right tradesperson
Orbix — A Spark of Genius — manufactures innovative electrical fixing solutions, including their signature WallBite product and Selection Packs. Built specifically for electricians, their products are designed to make on-site work faster and more reliable. The challenge was brand awareness: a strong product range that not enough of their target audience knew about.
Action Marketing was brought in to run a six-month paid social campaign targeting UK electricians across Facebook and Instagram, with the goal of building real brand recognition, driving stockist discovery via the website, and growing a qualified community of followers in the trade.
A focused strategy that built momentum month on month
We built a campaign structure designed to do three things simultaneously: grow awareness among electricians who had never heard of Orbix, drive qualified traffic to the website so tradespeople could find their nearest stockist, and build a long-term social following of people genuinely interested in the product.
The creative approach centred on showing Orbix products in real working contexts — the kind of content electricians actually stop to watch because it mirrors the problems they face on a daily basis. This combination of practical product demonstrations and targeted paid ads delivered consistent results that improved month on month.
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.
above the follower growth target. With a goal of 900 new followers across the six months, the campaign delivered 2,399, more than doubling expectations and building a highly engaged community of electricians around the Orbix brand.
Traffic performance was equally strong. The campaign delivered 33,852 visits to the Orbix website over six months — 88% above the 18,000 target — with each click helping tradespeople discover the full product range and locate their nearest stockist, contributing to indirect sales growth across the network.
Every target hit. Most surpassed by a significant margin.
“Working with Action Marketing has kickstarted our social media presence, grown our pages and has created demand for us and our customers through highly engaging, optimised end-user campaigns through to our website and our customers. We look to continue to work with Dylon in the future.”
If you sell to tradespeople, social media does work
Orbix came to Action Marketing as a brand with strong products and limited digital presence. Six months later, nearly 3.9 million of their target audience had seen their content, over 33,000 had visited the website, and more than 2,400 had chosen to follow the brand — people with a genuine interest in what Orbix makes.
If you manufacture or supply products into the construction and trades sector, this is what a well-executed social strategy delivers. Get in touch to find out what it could 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.
