SIG-Roofing

SIG Roofing is one of the UK’s leading roofing merchants, supplying contractors, installers and trade professionals with high-quality roofing products, materials and expertise.

They approached Mobas for professional, experienced digital marketing support to help drive footfall into their local branches and create an engaging, measurable way to incentivise customer visits. SIG Roofing wanted a campaign that captured attention online and converted that interest into real-world action, delivered through a strategic, results-driven digital approach.

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The Challenge 

 

SIG Roofing wanted to create a campaign that would not only capture attention online but physically drive roofers, contractors and merchant customers into their local branches. With summer traditionally being a competitive trading period, the goal was to cut through, spark curiosity, and reward loyal customers with instant-win prizes, including a headline £5,000 cash reward.

The task was clear:
Create a high-impact, digital-first activation that turns online engagement into real-world footfall, while delivering measurable performance across Meta channels.

Our approach

Interactive campaigns, such as scratch-to-win games, routinely outperform passive advertising. Industry benchmarks show that gamified experiences can increase engagement rates by up to 3x compared to standard display, while also improving recall and conversion intent, particularly when combined with an incentive.
With this in mind, The BIG Summer Scratch-Off was developed. A playful, curiosity-driven experience activated via QR code in-branch. The process was simple yet motivating:


•    Visit your local SIG Roofing branch
•    Scan the QR code
•    Play instantly for prizes

This approach aligned perfectly with SIG Roofing’s audience: busy tradespeople who respond well to clear, quick and rewarding interactions.

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Delivery & Optimisation

Running from 30th June to 1st August, the campaign appeared across Facebook and Instagram, targeting two key audience groups:

•    Primary audience: Job-related professionals - roofers, contractors, merchant staff
•    Secondary audience: Interest-based roofing and merchant enthusiasts

Early in the campaign, Meta’s algorithm favoured Facebook spending, typical of not only SIG’s target audiences favourite Meta platform but also Facebooks delivery algorithm. To get a more steady and controlled campaign, we acted fast and restructured the campaign ensuring we were visible across both platforms.

Measurable Results & what these results show

The campaign significantly over-performed against industry standards, particularly in roofing and trade sectors, where typical Meta CTRs sit between 0.90% - 1.20% and CPCs often exceed £0.40–£0.60.

Headline Performance:  

  • 498,000+ unique users reached
  • 1.1+ million impressions
  • 16.3K + clicks to the SIG Summer Scratch-Off landing page
  • 1.49% CTR (above industry benchmark of 0.90% - 1.20%)
  • £0.19 average CPC (where paid social CPC in the trade industry often sit between £0.40 - £0.60)

What these results show:  

  • High intent: Audiences didn’t just view, they clicked, engaged and visited branches.
  • Budget efficiency: CPCs were well below UK trade-sector norms.
  • Successful gamification: The instant-win mechanic delivered strong curiosity-driven behaviour, both online and in-store.

The campaign successfully delivered on SIG Roofing’s core goal: turning online engagement into physical branch visits through a compelling digital mechanic.

Why it worked

  1. Gamification drives action -
    Interactive experiences outperform traditional ads, generating up to 2.5x more conversions. The scratch-off format created instant reward loops that encouraged participation.

  2. Clear, simple user journey - 

    Visit → Scan → Play. Minimal friction ensured high conversion rates.

  3. Use of Carousel -
    Bright, bold, carousel spikes peoples interest and they want to scroll!

  4. Smart tactical optimisation - 
    Fast restructuring of Instagram delivery maximised reach and prevented budget imbalance.

  5. Real-world activation - 
    In-branch QR codes bridged digital engagement with physical footfall - a core objective for SIG.

Conclusion

The BIG Summer Scratch-Off campaign demonstrated the power of combining digital innovation with real-world activation. Through strategic optimisation, gamified experience design, and targeted Meta delivery, Mobas helped SIG Roofing energise their summer period, attract new branch visitors, and create a memorable customer experience.

SIG Roofing set out to drive curiosity, footfall and engagement, and this campaign delivered on every front.


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See our case studies page for more on our digital marketing campaigns.

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