HQ Electrical
Case Study
Key takeaway
Hyper-local geo-targeted advertising combined with contextual OOH placement (targeting the Daily Trade Routine) drives high-intent showroom traffic, resulting in a 25% turnover growth through a unified multi-channel retail strategy.
Strategist’s Insight – Robert Doran
“We didn’t just want to run ads, we wanted to meet the sparkies where they actually are, at the petrol forecourt or the deli counter at 7:00 AM.
By splitting the creative strategy into two distinct groups, technical reliability for the B2B pro and path-to-purchase simplicity for the B2C homeowner.
We ensured every impression within that 20km radius had a direct commercial purpose. A campaign that genuinely delivered results.”
The Brief
HQ Electrical, a prominent name in electrical supplies, partnered with the group to execute a total brand modernisation and commercial scale-up. The objective was to transition from a traditional wholesaler to a digitally-led market leader, driving measurable footfall to their showroom and increasing sales across both professional trade (B2B) and domestic consumer (B2C) segments.
The Strategy
Our strategy focused on Saturating the 20km Catchment Area through high-frequency, persona-specific messaging.
B2B Contextual OOH: Strategically placing digital displays in petrol forecourts to capture tradespeople during their morning routines, leveraging “daily habit” touchpoints to build brand salience.
B2C Path-to-Purchase: Deploying geo-targeted social and outdoor campaigns designed to capture local homeowners within the immediate 20km radius of the showroom.
Dual-Track Content Silos: Developing separate creative frameworks that addressed the professional-grade requirements of the trade versus the DIY and reliability needs of the consumer.
The Implementation
Geofenced Digital Advertising: Launched precision-targeted social and search campaigns to dominate the local digital landscape, ensuring HQ was the primary choice for “electrical supplies near me” queries.
Social Media Authority: Tilt took over full management of HQ’s social platforms, producing high-performing video and static content to foster a loyal online community and handle real-time customer inquiries.
Omnichannel Brand Refresh: Modernised the visual identity across all digital and physical touchpoints, ensuring a consistent, premium feel from the website to the showroom floor.
The Results
25% Growth in Turnover: Achieved within just 12 months of the strategy’s implementation.
+300% Showroom Footfall: A massive surge in physical store visits driven by the integrated online and outdoor “path-to-purchase” campaigns.
2.5 Million Impressions: High-impact social media creative successfully captured local attention, building long-term brand equity in the region.
