We’re buzzing to announce that our campaign with Prysmian – Why Prysmian? – has won Best Social Media Campaign at this year’s Global Agency Awards.
You don’t normally associate electrical cable with TikTok. Or with influencers. Or maybe even with social media. But that’s exactly what we set out to change – and clearly, the judges agreed.
Stay seen, stay premium
There are 260,000 electricians in the UK. Every single one of them chooses which cable to buy, based on their preferences. Prysmian is the premium pick – the best in the business – but with cheaper rivals circling, the pressure’s always on to justify that choice.
In 2024, we had one clear goal: ramp up exposure. Where 2023 had been about link clicks and website traffic, this year was about viewership. Big numbers, real engagement, and a constant reminder to sparkies everywhere that Prysmian is the only name they need to know.
Nailing your audience
We know our audience, and in this campaign we wanted to tackle two main demographics – the starter-outers and the SME contractors. We know our SME audience is around 40–60, run their own businesses, and are more likely to scroll Facebook on-site than flick through a trade mag (hides from trade press eyes). New for Prysmian, was TikTok – but if that’s where the youngsters hang out – then we’d be wrong to ignore it.
So we doubled down on Meta. Then we went bigger. Better content. More testing. Animated videos. Micro-influencers. And yes – more TikTok’ing.
From guess-the-strip-speed competitions (seriously engaging) to community-led content and question-based ad assets, we gave our audience content they actually wanted to see. Not salesy, just smart.
On TikTok, we took viewers on a behind-the-scenes tour of the Prysmian factories. No frills, no filters – just quality cable in the making. It was a hit. Within 30 days we had 1,000 followers. One video hit 250k views. Another got picked up by UniLad. Not bad for a cable brand.
Views n’ clicks
– Meta cost per click: down 41%
– Video views on Meta: 404,000
– Influencer views: 8 million+
– TikTok organic views: 2.2 million
– Engagement target smashed: 450,000+
In a cost-conscious market, holding that price premium is everything. This campaign didn’t just drive numbers – it helped safeguard the business.
Energy, evidence, evolution
This campaign wasn’t built on gimmicks. It was built on insight, relentless testing and a whole lot of creative graft from our team.
We’ve been working with Prysmian for nearly two decades. But this year, we took them somewhere they’d never been before – and showed them why it’s a place to love.
What started with cautious trials is now a full-blown social media movement inside the business. And it’s delivering.
Thanks you, Prysmian for trusting us.
The judges said…
This campaign showcases a remarkable focus on core goals and values, demonstrating a strategic approach even in a traditionally non-social-first industry. The challenges section was particularly compelling with a sharp and insightful perspective. It’s refreshing to see such a well-executed blend of modern strategy with old-school marketing principles, all while keeping company goals and business objectives at the forefront.
