Mr B & Friends, the Bath creative agency, has harnessed the marketing power of YouTube to launch a new product for builders’ merchant Siniat.
The brief from Siniat was to pitch the product – an innovative range of metal partition frames called Bulldog – against more traditional timber products, with a key task to communicate its superiority to an audience of predominantly younger builders.
Mr B & Friends came up with a cheeky video of a bulldog builder disparaging traditional timber products. The video has already secured more than 100,000 views on YouTube in five weeks. 
The campaign is supported by a microsite, also created by the agency: http://siniatbulldog.co.uk/
The bulldog video is also underpinned by a Google Display Network digital campaign which targets younger customers, according to their online interests, and allows Bristol-based Siniat – formerly Lafarge Plasterboard – to track the campaign’s success click by click.
Mr B & Friends design director Kate Gorringe said: “It was clear from the brief that targeting those loyal to age-old dry walling techniques would be a waste of campaign resources.
“Younger builders would be more open to new ideas and more engaged with social media, so the objective was to use digital media in a memorable and tongue-in-cheek way to get them talking.”
Siniat UK marketing communications manager Fiona O’Callaghan added: “This is our first foray into digital and social media marketing. Our campaign specifically targets an audience of young builders, where we challenge them to try a new construction technique.
“For this target group, Mr B & Friends advised an approach that was both fun and light-hearted. The campaign looks fantastic and we're really chuffed with it.”
The campaign runs for the next three months. The video can be seen on YouTube at youtube.com/user/siniatukchannel
