How to Turn Engagement into Sales with the #BlackLabelChallenge

The Power of Community in Modern Retail

In a crowded market of shops offering similar tools, it’s not products that set you apart—it’s people. Community engagement driven marketing turns ordinary customers into advocates who promote your store because they feel part of something.For decades, Randy’s has seen that connection fuel growth. From wired rolling papers to cleaning innovations, our success has always started with people who believe in what we build. Today, the #BlackLabelChallenge channels that same energy into a movement designed to elevate shops, strengthen loyalty, and drive traffic.

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What the Black Label Challenge Is, and Why It Works

Since 2010, Black Label has saved untold hours of scrubbing and countless pieces once written off as “too hard to clean.” The Challenge invites everyday customers to show off their dirtiest glass and put Black Label to the test.

We’re encouraging people to grab that glass they’ve been putting off cleaning. You know the one… the dreaded gunked up mess that nothing seems to fix. Enter on our site and post it online using #BlackLabelChallenge, tag @RandysWired and join a community celebrating clean glass and cleaner sessions.

This campaign taps into the psychology of shared progress—when people post their success (and their shame), they inspire others to try.

(Even that one customer still cleaning with salt and iso might finally switch.)

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How Your Shop Can Benefit

Shops can be part of the #BlackLabelChallenge too. All you need to do is join the conversation.

Start simple:
Post about the Challenge on your store’s social pages. Encourage your customers to share their own before-and-after photos using #BlackLabelChallenge and tag @RandysWired along with your shop. Each tagged post gives your page organic visibility, and we’ll be resharing participating shops to help boost reach across our network.

Want to go bigger?

For partners ready to take the next step, placing a $500+ order to unlock:

• A promo kit with an inflatable Black Label bottle, and poster.
• A FREE case of twenty 6-oz bottles to use as giveaways.
• A digital asset pack—social graphics, product images, and links to an educational video explaining how Black Label works.

Whether you post or go all-in, your participation helps shape a national movement built on one simple idea: cleaner glass brings customers back.

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Driving Online Engagement

Randy’s is backing the #BlackLabelChallenge with full digital support to keep eyes on your shop and customers coming through the door.

Here’s how we’ll help you shine online:

1. We share your content.
   When your shop posts about the challenge, we’ll feature select partners and customer posts across our socials and campaign highlights.
   
   
2. We keep the buzz going.
   Randy’s will be reposting tagged entries, running polls, and spotlighting top shops throughout the challenge to maintain visibility.
   
3. You keep it local.
   Post your own content to show customers the action in your store — staff demos, before-and-after clips, or customers joining the challenge. Tag @RandysWired and use #BlackLabelChallenge so we can amplify it.

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Bringing the Challenge In-Store

Online buzz means little without local activation. Bring the Challenge to life on your floor.

Create a visual anchor.
Set up the inflatable bottle and poster where customers can take photos. Label the space “Come Clean Zone.”

Empower staff.
Have them ask, “Have you joined the Challenge yet?” Encourage quick demos or live clean-ups.Reward
When customers show a Challenge post, hand them a free 6-oz bottle. Immediate reinforcement builds loyalty and repeat visits.

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Summary

Pioneering since 1975, Randy’s has always been about more than just accessories—it’s about community. Our latest initiative, the #BlackLabelChallenge, brings that spirit to life by helping shops connect with customers online and in-store. Learn how joining this challenge can build awareness, boost sales, and turn everyday clean-ups into loyal relationships.

Join the Movement

Contact your Randy’s rep today to receive your promo kit and join the growing network of shops turning community engagement into measurable sales.]

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FAQ