Rule 5 Crafts Blu Tack Digital Comms


We’re delighted to have won a brief from Bostik, the leading global adhesive specialist, to develop a social media presence for the Blu Tack brand.

Work is already underway with a Facebook page focussing on arts and craft applications in development. Bostik Communications Manager, Matt Hicks, said: “Social is a great fit for the Blu Tack brand. Driving engagement through Facebook will help to increase awareness and advocacy for our products in the stationery and craft categories.

“Rule 5 has an excellent understanding of digital and how it relates to our target audience, so we’re delighted to have the team on board.”

With a wealth of experience in building and engaging online communities in this sector under our belt, we’re thrilled to have the opportunity to work with Bostik to launch this social media platform.  It’s a fun and highly engaging campaign and we’re looking forward to inspiring a new generation of families to get creative with Bostik stationery and craft products.

The Blu Tack Facebook page will provide a community focus for young parents and offer a wealth of hints, tips and ideas on how to keep children entertained whilst inspiring their creative development. Running alongside the Facebook activity is a blogger outreach programme, engaging over 20 of the UK’s top parenting bloggers.

The sweet ingredient to viral success…

Like dalmation

Viral content – the holy grail of web curios – is a digital communicator’s dream. So, you can imagine the resounding Rule 5 glee when a puppy cake picture we shared on our client’s Facebook page hit the sharing sweet-spot this week.

With a collective 48,525 shares and a staggering 147,194 likes (and counting) – this innocent sleeping Dalmatian pup added an overwhelming 3,000+ fans to the Renshaw Baking Facebook page over the course of the May bank holiday.

As a part of the wider communications strategy for the brand, one of the key objectives of R5’s social media programme is to encourage the Renshaw social community to share with us their cake decorating projects and photos.

As you’d expect, the user generated content we typically share generates higher levels of engagement than straight, brand-owned content – ‘Dimples’ the Dalmatian however, set a new record for what gets our fans talking.

A quick peep at the brand’s Facebook insights shows that sharing the picture made a significant impact on the page with the total reach rocketing up over 11,000% on the previous week’s communications. Added to that was an increase of almost 60,000% in the number of people talking about the page and a 50% rise in the number of friends of fans the page now has links to.

Timed well to hit the mood of the nation ready to pack their desks up for the long weekend, the domino effect of this shareable pup (lemon flavoured and covered with Renshaw Ready to Roll Icing) also inundated cake-decorator Trish Clarke with orders for bespoke doggie cakes.

Proof is in the pudding (sorry!) that when it comes to the internet – animals and food really are the key ingredients to viral success.