Wavin UK's #PipeUp campaign reaches 163K and delivers 135K engagements

About Wavin UK

Part of a world leading brand, Wavin UK manufactures and supplies plastic drainage piping solutions for above and below ground projects. The company has a real passion and drive around sustainability and, as a major player in the built environment, has firmly set its sights on leading the industry to achieve Net Zero carbon emissions by 2050.

The Challenge

Following Wavin UK’s success on Facebook, Twitter and Instagram, the company wanted to develop a brand-new campaign to successfully connect with its existing following.

Wavin UK specifically wanted to work with plumbing influencers to create engaging video content which could then be shared exclusively across this social media platform and its other channels.

The team approached Purplex with a blank canvas, giving them a fantastic opportunity to organise the project in its entirety from finding the relevant plumbing influencers to creating an engaging identity for the video series.

Our Solution

Excited for the challenge, our PR and social media teams immediately got to work searching across Facebook, Twitter and Instagram to find a number of plumbing influencers who would be a great fit for the project. Once the influencers were on board, their attention turned to the filming and organising where, when and how this would happen.

With experience behind the camera, Purplex was confident that the influencers would be able to talk at ease but knowing what they’d speak about was another big consideration. In fact, identifying the topic of conversation was one of the most important aspects of this project. What the influencers discussed needed to be timely, relevant and interesting enough to generate a discussion which could then be turned into a series of soundbites for social media.

So, to give the conversation some depth, Purplex developed a short survey for plumbers which focused on the future of the industry including the biggest challenges and threats they faced as well as what they wanted to learn more about to support their own business moving forward.

Organising the survey ahead of time meant the results created the perfect conversation starters with the influencers. Sharing the statistics for the first time, on camera, was a fantastic way to capture their immediate reactions and generated some incredible talking points.

The video production team were also heavily involved in this project to guarantee that high-quality footage and audio could be recorded and edited into the shorter videos for social media.

Post-production, Purplex was responsible for reviewing all of the content and editing the footage into a series of soundbites. Each video was then given an identity to highlight that it was part of this bigger campaign and from here the hashtag ‘Pipe Up’ was born.

Securing an average reach of just under 10,000 per video, the entire influencer project was a fantastic success. In fact, 82% of people who watched the videos engaged with them in some way on Facebook and Instagram which means they either liked the post, reacted to the post, clicked on the shared link, ‘see more’ button or clicked through to the Wavin UK profile.