Easy Access sells a wide range of ladders and scaffolding, with dozens of products.
Major competitors were under-marketing their own ranges, a rare opening. Easy Access needed a lead product to build a campaign around, a consistent story, and a clear split between what Boxcrib should own and what the in-house team should run.
Easy Access has manufactured ladders and scaffolding in New Zealand since 1999. The range includes the Mobi Mini Scaffold, an entry point scaffold for smaller businesses, and Warthog ladders, an industry classic known for load capacity and durability, still trusted across the trade even as newer adjustable ladders have taken market share.
The newest range, TradeTough, is backed by a lifetime warranty on Warthog, in-house manufacturing, and real after-sales support and parts, points of difference competitors running production overseas can't match.
A strategy built around a small number of lead products rather than the full range, with Boxcrib and Easy Access splitting the work so both teams could move at once.
- Product tier strategy
- identifying the Mobi Mini Scaffold, Warthog and TradeTough as lead products, with the rest of the range promoted through association.
- Content production
- regular factory visits and product shoots covering the ladders being made, the team behind them and real world use.
- Social media management
- across Instagram and TikTok, split by audience, Instagram for brand and business collaborations, TikTok for apprentices and site workers.
- Monthly EDM
- built around collaboration stories rather than product alone.
- Google Ads
- to capture search demand across the range.
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