Scruffs Workwear

Client: Scruffs

Brief

• Support radio advertising campaign with national news coverage.
• Target specific profile of male tradesman, and hook into the core themes of the ad campaign, “Wedding Ring” “Cat Fight”, “Flirting tips” and “Remember the Boys”
• Exploit viral potential of ads online

Democracy PR response

• National headline making campaign to determine, how many men have tradesman have warn a wedding ring to avoid horny housewives, which region are the best/worst flirters, which tradesman women are most likely to fantasise about
• Create Facebook, Twitter and Youtube profiles for the brand’s alter ego ‘Uncle ‘Arry’ – the been there and done it hero who voices the ManTips.

Results

• Page 3 of The Sun on a Saturday for a “truth about dating” story
• Quarter page in The Sun and two half pages in The Sport
• Total coverage value £76,292 for 3 month campaign
• Reach of 27,369,027 for 3 month campaign
• Sales tripled YOY during the month of intense activity - March
• Web traffic up by 419% YOY
• Nuts and Loaded carried our releases
• Twitter followers include TalkSPORT, The Daily Star, Loaded and Nuts
• 1265 YouTube views