Last week the inaugural National Jigsaw Day was celebrated around the UK. The campaign was orchestrated by Bath-based integrated marketing agency AgencyUK on behalf of client, Wentworth Wooden Puzzles, who recently appointed the agency to look after an integrated Christmas campaign.
AgencyUK’s Social & PR team devised a campaign which celebrated the simple pleasure of the jigsaw in our digital age. The activity included registering the first ever National Jigsaw Day to be held on 3rd November, securing news and Christmas Gift Guide coverage, blogger outreach, press gifting of a limited edition National Jigsaw Day puzzle, and social media activity, including an hour long Twitter party.
Over the course of National Jigsaw Day (3rd Nov), the campaign gave customers over 20 million opportunities to see or hear a piece of coverage in just 24 hours. The highlight of the activity included the head “jigsaw cutter” at Wentworth Puzzles, Steve Hoare, featuring as the mystery guest on the Chris Evans Radio 2 breakfast show to an audience of over 9 million, and the show’s music tracks themed around jigsaws. Other coverage included Wentworth Puzzles’ Marketing Director, Sarah Watson, featuring on BBC Radio Scotland and BBC Radio Suffolk, coverage in both the print and online version of Daily Express and Yours magazine.
The #NationalJigsawDay hashtag trended at 1:40pm across the UK and had over 3.5 million impressions in 24 hours, reaching over a million accounts. This also led to almost a 1000% increase in traffic to the Wentworth Puzzles website from the twitter page for the day.
Now Wentworth’s Christmas campaign turns to delivering Christmas Gift guide coverage across national and lifestyle titles, and running a search for the first-ever ‘Minister for Jigsaws’ who will be recruited by Wentworth Puzzles to test and help design new jigsaws. You can find more information about this here.
National Jigsaw Day kick-started AgencyUK’s fully integrated Christmas marketing campaign for Wentworth Puzzles, the world’s leading wooden jigsaw maker. The TV ad created by AgencyUK will air on 16th November, and print advertisements have been rolled out across daily national newspapers and glossy monthly magazines from the 7th November.
Social & PR Director at AgencyUK, Lucy Aston said: “Timed perfectly, just after the clocks changed and as the nation begins to legitimately think about Christmas, National Jigsaw Day has reminded people of the simple pleasure of doing a jigsaw in a very device-focussed world. The campaign really put the spotlight on Wentworth Puzzles and cemented their place as the leading wooden jigsaw manufacturer in the UK. The reaction we got from ‘jigsaw-lovers’ across the UK and on social media was incredibly heart warming.”
Sarah Watson, Marketing Director at Wentworth Wooden Puzzles said: “We have been blown away with the success of the campaign. On National Jigsaw Day, we had our highest volume of web traffic in our Company’s history and an increase of 435% on our year on year online sales revenue. We hope to build on the success of National Jigsaw Day for 2016.”