Winner of North East Marketing Award for Integrated Campaign of the year 2019
In 2018, BSW Timber were launching their first B2C timber brand: a new range of decorative heat-enhanced architectural cladding and decking products. Having worked with BSW Timber for many years, we were thrilled when they asked us to work on the brand and all the collateral for the launch.
Created using the traditional Japanese method of Yakisugi, IRO is available in a range of 15 colours to complement every commercial and domestic environment. Working alongside the internal marketing team, we created a brand which would capture the imagination of its audience – including architects, building specifiers, self-builders, garden designers and landscapers – and inspire them to design, build and create wonderful indoor and outdoor spaces.
One of the ways the product stands out from its competitors is the range of colours it can be ordered in, and therefore taking inspiration from the product range’s Japanese roots, “IRO” was developed as the brand name as it is the Japanese word for ‘colour’. It is short and easy to pronounce, and works seamlessly and consistently across all channels.
Once the brand name and concept were agreed with the client, the brand guidelines were completed for internal and external use. Following this the packaging and marketing materials were created to launch the product. This included:
Having developed a comprehensive marketing strategy, we also used a combination of digital marketing, social media, PR and media buying to position the product range in front of its key audiences – both to various trade and end-user markets. The aim was to generate demand from consumers, and sell to distributors where the product could be bought by the end user. The team also secured celebrity endorsement from Katie Rushworth, who promoted the product at several trade shows in 2019.
The marketing activity included a standalone website to promote the product: https://www.irotimber.co.uk/.
IRO sample packs are being requested in unprecedented numbers through the website daily, with the majority of enquiries being made directly by traffic from paid digital advertising campaigns designed and implemented by our team. The product has also been featured in RIBA Journal, Build It, Grand Designs and Homebuilding & Renovating publications, with enquiries occurring via referrals from these websites. Inbound enquiries have also been made from featuring IRO in displays at national gardening shows in 2019.
Feedback from the merchants (B2B target market) has been overwhelmingly positive. The client has made £65 in sales for every £1 spent on marketing so far.
The client said:
“We’ve been consistently impressed with the support and outputs from the Narrative team, from strategy and media buying, to design and brand work. We’ve been blown away by the response to IRO and we look forward to working with Narrative to grow the brand alongside our wider work with the other BSW brands.” – James Brennan, Marketing Manager Designate