Having worked with BSW Timber for many years as their creative, marketing and media buying partner, we were thrilled when they asked us to work on their brand new range of decorative heat-enhanced architectural timber products.
We were briefed to develop the brand name and brand identity, alongside the names for each of the 15 colours the product can be ordered in. 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.
Taking inspiration from the product range’s Japanese roots, IRO was chosen as the brand name – the Japanese word for ‘colour’. It is short and easy to pronounce, and stands out in the market.
As a full-service agency, Narrative was responsible not only for creating the brand, but for launching the products to market. Having developed a comprehensive marketing strategy, the Narrative team 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 will promote the product at several upcoming trade shows in 2019.
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 implemented by our team. The product has also been featured in RIBA Journal, Build It, Grand Designs and Homebuilding & Renovating publications, with traffic and enquiries occurring from traffic from these websites.
Inbound enquiries have also been made for featuring IRO in use in gardens displays at national gardening shows this year which we look forward to sharing with you at @narrativecomms later in the year.
“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