Ramset is a well-established brand among tradies. Mature, experienced tradies know and love Ramset’s products, and rely on them to deliver outstanding projects on a daily basis. When it comes to influencing the next generation of tradies, it can be challenging to secure brand loyalty with the vast array of brands and marketing messages received daily. Originally a program run by Mitre 10, the Apprentice Program was cancelled in 2020 and 2021.
Ramset stepped up to the task of running an Apprentice Program themselves. After working closely on the strategy together, this campaign included In-Store and TAFE events, an online training module hosted on the ITW website and a suite of cleverly crafted and highly targeted social media ads to this specific audience and age group, which led people to a custom designed landing page. Apprentices were tasked with completing the online training module in exchange for their chance to win 1 of 25 tool bags, some even included a FrameBoss XP – a highly sought after tool that was recently launched to market.
This 3 month campaign resulted in 393,000 Ad Impressions across social media, reached 73,000 unique people and only cost $1 to bring each apprentice to the website landing page. Above all else, 280 apprentices completed and submitted the training modules – specifically designed by Ramset.