Adam Berry and Lee Wilcox started creating a construction business app to connect tradespeople to jobs in the United Kingdom. What they did not intend was that by starting a Facebook page for their business, their business would turn into a social media sensation with over 4.4M followers and millions of views per video.
“What quickly happened after we started posting content was that people started to engage, follow the page, and then they started sending videos to us. That sparked a content strategy, where we would license the clip, post it back out and allow it to gain traction,” Lee says.
The majority of the content is user-generated and sent to them by their followers. On The Tools licenses all of their videos and photos before they publish them to make sure the content they post is current and hasn’t already circulated. They have recently started creating their own content – they have published a few comedy sketches and competitions that have gone down really well on the FB page. Source.
Within three months On The Tools Facebook page got over 250K followers. As the account started growing both founders quit their daily jobs to focus on their newly built business. Facebook page owners cannot directly earn any revenue from the followers/visitors for example from advertisements. So the logical step was to start selling merch and other such products. By asking the community for ideas they started printing slogans on hoodies, T-shirts, and mugs for different trades and occasions such as fathers day.
After just one week they sold about $1000 (about 850€) un merch and Lee quit his job. Within a month they sold $20 000 (about €17 000) worth of merch. After just two months also Adam left his full-time job. Now the business had a full focus from the two founders. The strategy at the start was to fully focus only on one social media platform, grow it large enough to gain a consistent following, and then launching it onto other platforms such as Twitter (33.8K followers), Instagram (590K followers), YouTube (78.8K Subscribers), TikTok (771.7K followers) and LinkedIn (6.4K followers). Here is one of the videos posted on their TikTok account:
Now the company has grown to 34 employees (based on LinkedIn data) and it has its own website where any user can submit videos to be watched by millions of people.
After such success, brands started to take notice of their growing social media brand and offered them deals. The videos were not of good quality so they hired professional videographers and brought in a commercial director to with those companies. Within just 6 months, three large brands signed 12-month campaigns. Here is one good example of such cooperation (an advertisement for a new movie KING of THIEVES at the end of the video):
How It All Started
With all that said, they also have a vlog where they talk about the beginnings of the company. See for yourself:
In 2019 Electric House agency was launched. Electric House brings the two popular brands together (On The Tools and On A Budget) and is intended to allow the business to transition into a standalone agency. It received £1 million in private investment in August.
Christian Gunn, MD of LoveGunn, said: “The Electric House agency now sits above its DIY and construction industry communities, which allows them to better utilize the in-house team’s skills by offering brands a social media marketing service that wasn’t possible before.”
Lee Wilcox, CEO of Electric House, added: “LoveGunn understood us as a business and the need to create the b2b agency brand to sit above our online communities. They have done a great job in bringing together our vision, personality, and services in a way that really represents what we are about and – most importantly – how we can add value to the clients and brands we work with.”
Here are the services that they offer:
This company has become a media producer that owns two large communities and it all began from starting a construction business app. Now it employs more than 100 people and is growing consistently.