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Influencer collaboration for Ring’s Big Holiday Giveaway

Headline:  Influencer collaboration for Ring’s Big Holiday Giveaway

Client: Ring

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The challenge

Ring was looking to host a festive incentivisation scheme to drive conversions to the Ring Professional Programme (RPP), an online community designed to educate installers about Ring’s whole-home security products and services, and the benefits they bring to customers. 

The task was multifaceted: the campaign had to be impactful, results-driven, and swiftly executed to the time and budget available. It also needed to appeal to new members, as well as being able to reward existing members of the programme. 

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The solution

Following breakthroughs on TikTok, Instagram and YouTube, we recognised the potential of leveraging influencer marketing to propel this campaign to new heights. We pitched and seized the opportunity to collaborate with YouTuber electrician, Nick Bundy. 

Our strategy was clear and powerful: tap into We Nick’s impressive online following, offering irresistible prize giveaways and value-adding content, to amplify the campaign’s reach and incentivise sign-ups to the programme. We orchestrated a week-long video series, seamlessly blending Nick’s creativity and audience knowledge with our own brand insight and design provision. We also supported Nick with prompts to ensure the correct client messaging was shared. Liaising directly with Nick and with our client ensured both parties felt their voices were being represented authentically. 

Every detail of the marketing campaign was meticulously crafted. Our in-house designers created a bespoke look and feel, and we ran a targeted email and social media communications plan to promote it pre and during the giveaway. We also wrote and produced radio adverts for the electricians’ online radio channel, Fix Radio, securing Nick’s own promotion to support the campaign.

The Big Ring Giveaway launched in the winter of 2022 - a time when seasonal traffic makes it difficult to vie for the audience’s attention. The results exceeded client expectations. Thousands tuned in to watch Nick’s videos, and 150 new members signed up to the programme in just three weeks.

To put this into perspective, a two-week national engagement tour resulted in 202 sign ups, and 322 sign ups occurred at the NEC’s Installer Show – but both relied on face-to-face interaction or targeting established active audience members. The combination of Nick’s new audience group and the generous prize offer proved to be the winning formula for success. 

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The Outcome

  • Nick produced 13 captivating videos across YouTube and YouTube Shorts for The Big Ring Holiday Giveaway, shared with his 81.7 thousand followers. 

  • Ring’s Big Holiday Giveaway videos clocked up 45,000 views, introducing the equivalent of 12.2% of Nick’s followership to the Ring Professional Programme.

  • Leveraging this content, we successfully converted the equivalent of 0.2% of Nick’s followers into program members, with 189 form submissions on the campaign landing page.

  • Over the course of the three-week campaign, we generated 150 new members for Ring’s Professional Programme who would otherwise not have heard of it.

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"I was very impressed by the execution of our end of year campaign managed by Beacon. Not only did we get a great creative concept that covered multiple customer touchpoints and leveraged available merchandise as well as new prizes to stay cost efficient, it was also managed to great execution working with different stakeholders within our company as well as externally."

Ring’s B2B Channel Marketing Manager (Europe) - Fenna Veulings.

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