When the people at boiler manufacturer Baxi saw their Reevoo customer satisfaction score of 98% from real, verified customers, they knew it was worth shouting about.
Putting a customer score on a billboard is one thing — but Baxi went a stage further.
They took their stupendous score of 98% and built a creative social media campaign around it.
Here’s how they did it.
All social media campaigns need a hashtag — and when you’ve scored as high as 98%, it makes sense to put that number at the heart of everything. And lo, #Baxi98% was born.
To promote their boilers in time for the heating season this winter, Baxi asked customers to post pictures of themselves holding a 98% placard on social media for the chance to win a weekly prize of £98.
Here are some of the results:
Holding the flag up for #Baxi98 they always come first for me pic.twitter.com/5lnKnMkCzq
— deanrozier (@deanrozier1) October 28, 2017
"I got 98 problems, but my (Baxi) boiler aint one!" #Baxi98% pic.twitter.com/mE2bnqeXXj
— Baxi (@baxiboilers) November 3, 2017
My cat approves! #baxi98% pic.twitter.com/KULJvwIkWx
— Tristam Barden (@MBBardenandSon) October 24, 2017
A great way of connecting with your customers (and their pets).
Baxi also tweeted out customer reviews from the Reevoo survey to complement the campaign…
Rose from Pontefract loves her #Baxi Platinum Combi* https://t.co/WfzmWwsPiP *A real review independently collected and verified by Reevoo! pic.twitter.com/z2clS1jGbN
— Baxi (@baxiboilers) December 3, 2017
Steve loves his #Baxi EcoBlue Advance Heat boiler* https://t.co/Q6wGGxNsGQ
*A real review independently collected & verified by Reevoo! pic.twitter.com/2eAazof7SC
— Baxi (@baxiboilers) December 1, 2017
…acting as powerful social proof.
The #Baxi98% social media campaign also coincided with a major advertising push to help generate buzz.
The Reevoo score featured on billboards:
A 98 person #ThumbsUp from Baxi, Warwick.
We're extremely proud of our rating on @Reevoo. #Baxi98% pic.twitter.com/W4vm7PpmXh
— Baxi (@baxiboilers) November 30, 2017
on chocolate bars…
#Baxi98% Loving the new @baxiboilers ad campaign!!
Thanks for the chocolate + the literature @Scott_Baxi 😎👍🍫#ChocOnASaturday pic.twitter.com/U93DKE9CDo
— jimmy harvey (@jimmyharvey12) November 11, 2017
and even (a bit cheekily) on BBC News.
Lovely to see @BBCNews taking part in our #BAXI98% selfie competition! pic.twitter.com/NbAoIAePmM
— Baxi (@baxiboilers) October 26, 2017
So, to recap…
That’s hundreds of genuine, satisfied Baxi customers who were happy to recommend their boilers.
One amazing Reevoo score.
And any number of creative ways to make the most of it in a social media campaign.
“We’re delighted with our 98% customer satisfaction score, reflecting both the quality of our boilers, and the installers who fit them. It’s been exciting to see the campaign in national press, outdoor and on social media, and we’ve got more to come in 2018.”
Sian Lewis, marketing manager, Baxi Heating