Case study
Portwest
An Irish workwear and safety brand, introduced to Australian tradies and trade buyers at the same time.
The brief
The challenge
Portwest is a major workwear and PPE name internationally, but a brand’s reputation doesn’t automatically clear customs. Entering the Australian market meant winning over two very different audiences at once: the people who wear the gear, and the business buyers and industry decision-makers who purchase it at volume.
One campaign style can’t do both jobs. Consumer awareness needs reach and energy; B2B needs to land in front of the right job titles.
Delivery
Two audiences, two playbooks
We split the work along that line, reach and energy for consumers, precision for the trade.
Facebook Ads
Giveaways that tag the whole crew
Instagram competitions built awareness and engagement, with tag-a-friend giveaways proving especially effective, workwear is exactly the kind of thing you tag your workmate in, and every entry put the brand in another relevant feed.
Paid Ads
LinkedIn for the procurement desk
LinkedIn campaigns targeted potential buyers and industry decision-makers directly, the people who purchase workwear at volume.
Social media management
Credible between campaigns
Ongoing social management kept the brand’s Australian presence active and credible between campaign bursts.
What’s next
Awareness before pipeline
The campaigns generated strong social engagement and introduced Portwest to both consumer and trade audiences in Australia, the groundwork an international brand needs before its local pipeline can grow.
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