Stay Safe with MyGlazing.com

Stay Safe with MyGlazing.com

The outstanding success of the GGF Consumer Campaign

James Lee, GGF Director of External Affairs reflects on how COVID-19 created the need for a new consumer campaign to rebuild consumer confidence to help the home improvement industry recover from the impact of the coronavirus.

In March, COVID-19 hit the UK and the country was forced into Government lockdown that affected all businesses including the entire glass and glazing industry. One of the hardest-hit sectors was home improvement with consumers and companies in a completely new situation.

Many Homeowners wanted home improvements, but due to Governments restrictions (imposing an essential work only policy), combined with the daily news of cases and fatalities, a reluctance to plan any home improvements was only natural. Meanwhile, many companies and their employees were understandably reserved about entering people’s homes during the pandemic for fear of contracting the virus.

In May, the lockdown was eased and the GGF was first in the industry to launch two important and comprehensive Safe Guides to ensure companies could start to operate in people’s homes safely but also to provide guidance for Homeowners to build confidence in allowing tradespeople and companies to work in their homes.

In June, the GGF Marketing and Communications Committee met to discuss how the sector could be boosted to aid the recovery from the impact of the pandemic and subsequent lockdown.

It was agreed that the GGF would launch a new consumer campaign called Stay Safe with MyGlazing.com with focus on six key areas of marketing communications.  

• New brand identity and logo
• New section on MyGlazing.com
• New content of 12 advice articles (based on exclusive research and latest guidance) for consumers
• Nationwide PR via syndication and distribution of GGF/MyGlazing.com COVID-19 consumer advice articles
• Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)
• Social Media activity – across consumer social media platforms

The campaign ran from July to November and was driven via MyGlazing.com the GGF’s consumer advice website. 

Though a relatively short campaign, it proved an outstanding success as seen by the results below:

Online:

• Articles created: 12 online advice articles are now available on MyGlazing.com

• Advert page impressions: Over 11.9 million opportunities to see the GGF/MyGlazing.com logos online

• Unique Users: Over 137k homeowners seeking advice on home improvements during the pandemic visited the Stay Safe section on MyGlazing.com

• Page views: Over 205k pages were viewed by the visitor to the Stay Safe section on MyGlazing.com

• Installer enquiries: Over 3k homeowners have used the MyGlazing.com installer directory to search for Members near them, to carry out home improvements

• Installer click-throughs: Over 2k homeowners clicked directly through to GGF members websites from the Stay Section on MyGlazing.com

PR coverage

• 12 articles/press releases created for consumer media

• 114 articles published in the consumer media (regional, lifestyle and mainstream)

• 108 million opportunities to view the GGF/MyGlazing.com brands in the media 

• 164 posts across consumer social media platforms

Due to the success of the campaign and the ongoing need for consumer advice during the pandemic, the GGF will continue the campaign until at least April 2021.

In summary, the Stay Safe with MyGlazing.com campaign has been a marketing highlight in a very tough year. It has benefitted thousands of homeowners and hopefully given them the reassurance that if the safe guidance is followed then home improvements can continue when using GGF Members that are adhering to the GGF Safe Guides and take all reasonable precautions.  

Thanks to the Marketing and Communications Committee for their ideas and support on the campaign and best wishes to all Members for the festive season.  

Be part of the Campaign in 2021

GGF Members who deal directly with consumers can take full advantage of the Stay Safe with MyGlazing.com campaign.  

• Reassure your customers: Send your customers to or link your own website content to the relevant content on MyGlazing.com
• Promote your company on MyGlazing.com: Simply add content (images, news of promotions, etc.) to your profile page on MyGlazing.com and push your customers to your page on MyGlazing.com to show you are participating
• Connect to the GGF and MyGlazing.com social media accounts:  it’s easy to like, share, follow, retweet and connect to show you are part of the GGF and MyGlazing.com and more importantly sharing the safe guidance to increase consumer confidence
• Use the “Stay Safe with My Glazing.com” logo; available for download via the GGF Members Area under marketing assets. https://www.ggf.org.uk/dashboard/ggf-marketing-assets/