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Scruffs’ social investment sends sales soaring

Published: 18 October 2019 - Neil Mead

Scruffs, one of the UK’s fastest growing performance workwear brand, is reaping the rewards for itsinvestment in social media for its viral ‘fly on the wall’ videos of tradespeople in their ‘natural habitats.’

The entertaining videos delivered by Scruffs social media marketing agency On The Tools give a tongue-in cheek take on day to day site life, with a very convincing parody voiceover of national treasure Sir David Attenborough narrating the goings-on. Inadvertently wearing Scruffs’ most comprehensive, innovative and comfortable range of trousers to date, the builders and plumbers captured on film induce laugh-out-loud reactions with their ironic take on their trades.

Scruffs was delighted with the results of their online campaign, seeing a sales spike of 490% after the videos went live across social media.

Achieving more than 35 million views, the campaign impressed judges at both the Social Day Social Media Marketing Awards winning the Social Media Campaign of the Year (consumer) category and has been shortlisted in the UK Social Media Marketing Awards in the Best Use of Social Media (entertainment) category.

Chris Mellor-Dolman, Head of Marketing & Merchandising at Scruffs, comments: “We’re thrilled to have been recognised for the huge commitment we make in our social media messaging and branding with this prestigious award win and short listing – we were up against some big hitters such as Samsung and Heinz who are well known for their viral content.

“We see investment in social media as one of the most effective ways to reach consumers, driving customers directly from their Facebook pages to buying our products, be that online or in branches and stores. We’re thrilled to have seen such tangible results off the back of this campaign, with double digit brand sales growth after our content was engaged with over 1.6 million times.”

Client Partnerships Director at On The Tools Mark Collins added: “We’re delighted that our work with Scruffs has been recognised in this way, and that the campaign was able to achieve huge engagement and convert consumers to purchase Scruffs products.

“The campaign strategy was delivered in a user generated style, placing David Attenborough on site, narrating those working. This tongue in cheek narration went down extremely well with the trade audience, with the creative idea being a vital ingredient to the campaign’s success.”

Scruffs has invested heavily in research and development to deliver pioneering new products made with high performance materials, the best designs, and functional features that work hard, recently launching its new trouser line which takes the range from four to seven products and includes flexible stretch materials for extra comfort.

Scruffs has been creating innovative safety footwear and workwear for tradespeople and skilled professionals since 2003.  For more information about becoming a Scruffs dealer, call 0115 938 9010 or get in touch via


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