Iris Case Studies Wickes Tradesman's Suncream: A Social Impact Marketing Strategy

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	Wickes Tradesman's Suncream: A Social Impact Marketing Strategy Iris

Wickes Tradesman's Suncream: A Social Impact Marketing Strategy

Iris

Applicable Industries	Retail
Challenge	In the UK, a tradesman dies every fortnight from skin cancer, with over 85% of these cases being preventable. Despite the high risk, many tradesmen do not use suncream, viewing it as weak or unmanly. This presented a significant health challenge that needed to be addressed. The challenge was to change the perception of suncream among tradesmen and encourage its use to prevent skin cancer. The situation required a creative and effective approach to make suncream relevant to the tradesmen, considering their unique work environment and cultural norms. Read More
About Customer	The customer in this case is Wickes, a well-known home improvement retailer in the UK. Wickes caters to both the general public and tradesmen, offering a wide range of supplies and materials for home improvement and construction projects. The company is committed to the health and safety of its customers, particularly tradesmen who are at a higher risk of skin cancer due to their outdoor work. Through this initiative, Wickes demonstrated its commitment to its customers' wellbeing, while also engaging them in a unique and meaningful way. Read More
Solution	Wickes, a home improvement retailer, introduced a unique solution to this problem - Tradesman’s Suncream. This was a fun, no-nonsense approach to make suncream relevant to the trade. The suncream was available in three variants - Brickie’s Bronze, Plasterer’s Pink, and Apprentice White, packaged in miniature paint pots designed to withstand the rough and tumble of a building site. The suncream was given away for free nationwide. The campaign was so successful that it received backing from the UK Government for the summer of 2018. The initiative not only promoted sun safety but also increased engagement with Wickes' brand, with a significant increase in sign-ups to Wickes’ Trade loyalty scheme. Read More Log in to view content
Contents

Applicable Industries

Retail

Challenge

In the UK, a tradesman dies every fortnight from skin cancer, with over 85% of these cases being preventable. Despite the high risk, many tradesmen do not use suncream, viewing it as weak or unmanly. This presented a significant health challenge that needed to be addressed. The challenge was to change the perception of suncream among tradesmen and encourage its use to prevent skin cancer. The situation required a creative and effective approach to make suncream relevant to the tradesmen, considering their unique work environment and cultural norms.

About Customer

The customer in this case is Wickes, a well-known home improvement retailer in the UK. Wickes caters to both the general public and tradesmen, offering a wide range of supplies and materials for home improvement and construction projects. The company is committed to the health and safety of its customers, particularly tradesmen who are at a higher risk of skin cancer due to their outdoor work. Through this initiative, Wickes demonstrated its commitment to its customers' wellbeing, while also engaging them in a unique and meaningful way.

Solution

Wickes, a home improvement retailer, introduced a unique solution to this problem - Tradesman’s Suncream. This was a fun, no-nonsense approach to make suncream relevant to the trade. The suncream was available in three variants - Brickie’s Bronze, Plasterer’s Pink, and Apprentice White, packaged in miniature paint pots designed to withstand the rough and tumble of a building site. The suncream was given away for free nationwide. The campaign was so successful that it received backing from the UK Government for the summer of 2018. The initiative not only promoted sun safety but also increased engagement with Wickes' brand, with a significant increase in sign-ups to Wickes’ Trade loyalty scheme.

Impact #1	The Tradesman’s Suncream initiative was a resounding success, achieving significant organic cut-through and changing attitudes towards sun safety among the UK’s most at-risk workers. The campaign not only raised awareness about the importance of sun protection among tradesmen but also positioned Wickes as a socially responsible brand committed to the health and wellbeing of its customers. The initiative also led to increased engagement with the brand, as evidenced by the surge in sign-ups to Wickes’ Trade loyalty scheme. The success of the campaign was such that it received backing from the UK Government, further enhancing Wickes' reputation and reach.

Impact #1

The Tradesman’s Suncream initiative was a resounding success, achieving significant organic cut-through and changing attitudes towards sun safety among the UK’s most at-risk workers. The campaign not only raised awareness about the importance of sun protection among tradesmen but also positioned Wickes as a socially responsible brand committed to the health and wellbeing of its customers. The initiative also led to increased engagement with the brand, as evidenced by the surge in sign-ups to Wickes’ Trade loyalty scheme. The success of the campaign was such that it received backing from the UK Government, further enhancing Wickes' reputation and reach.

Benefit #1	Over 12 million media impressions in just 48 hours
Benefit #2	160% increase in website visits seen by charity partner Sckin
Benefit #3	Over 20,000 pots of suncream distributed through Wickes stores across the UK

Benefit #1

Over 12 million media impressions in just 48 hours

Benefit #2

160% increase in website visits seen by charity partner Sckin

Benefit #3

Over 20,000 pots of suncream distributed through Wickes stores across the UK

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Overview

Wickes Tradesman's Suncream: A Social Impact Marketing Strategy

Operational Impact

Quantitative Benefit