We had a successful year for at the Construction Marketing Awards 2022! Having been nominated for no less than 10 awards, we visited the stage twice at last week’s ceremony to pick up awards for Best use of Content Marketing with Etex – for ‘The People Behind the Plasterboard’ docuseries we created – and Best Mid-range Budget (£25-50k) campaign with FEIN – for our ‘future of metalworking’ campaign.
Best use of Content Marketing (Etex)
A bit about the campaign…
Etex is making one of the largest plant investments in its history to double the Bristol-based plasterboard manufacturing capacity for its Siniat brand. The new state-of-the-art facility has been designed to be a true factory of tomorrow, and has sustainability at its core.
When Etex asked us to develop a campaign to promote this significant investment to internal and external audiences, we pitched a creative content marketing campaign with the objectives of building brand awareness of Etex’s investment, humanising the brand, and facilitating engagement with their audiences throughout the factory build duration.
The focus of the campaign was a four-part high-quality docuseries, called ‘The People Behind the Plasterboard’, which follows the progress of the new factory via a number of core ‘characters’ – Etex team members representing different parts of the business. The series comprised three mini episodes of 3-5 minutes and one longer video at the end of the build, tying everything together.
The series was rolled out on Etex’s website, LinkedIn and YouTube and a number of interviews, Q&As and features with top tier media were secured, as well as coverage in key trade publications, to support the launch.
The results…
The series proved a success and the campaign has generated:
- Over 40,000 views of Docuseries (across LinkedIn, YouTube, Facebook) to date
- 312 unique social media engagements (shares, comments and likes) to date
- Unique interactions with over 300 Etex colleagues
- 35 pieces of press coverage including Construction Enquirer, Construction.co.uk and Builders Merchant News, including exclusive media interviews about the new factory
Best Mid-range Budget (£25-50k) campaign
A bit about the campaign…
FEIN wanted to grow the metalworking side of its business in the UK market where many weren’t fully aware of FEIN’s full offering. As a result, FEIN tasked us with relaunching the brand to the UK’s metalworking sector, generating widespread and continued awareness among its target audiences and establishing a brand positioning for FEIN which is reflective of its heritage and experience in manufacturing quality, innovative power tools.
We chose a statistics-first PR campaign, knowing the media would be receptive to such news. Research rooted in strong insights enabled us to create our own news, while affirming FEIN’s place as an industry leader in this space, an approach we knew would attract media attention.
We surveyed metalworkers to delve into the issues the industry is facing, while gaining insight into the pain points of end-users of tooling. The insights were developed into an integrated campaign which centred around a report hosted on the FEIN website, entitled ‘Future of the metalworking sector’, and utilised press releases, thought-leadership articles, social posts, blogs, eShots and infographics to ensure it reached its target audiences.
The results…
The campaign was measured and evaluated in-line with the objectives and exceeded them by far:
- The research report was well-received by the media. Moreover, in an era where it’s getting harder to secure backlinks, over half the coverage included a backlink back to the research report (33 backlinks in digital coverage)
- Three media briefings were secured with leading outlets
- 56 pieces of coverage achieved, which was spread across the five month campaign
- Key messages (heritage, experience, innovation) were included in 55 out of 56 pieces of coverage
The Construction Marketing Awards are run by the Chartered Institute of Marketing and each year celebrate the best of the best. To read more about the ceremony and all the winners click here.
Meanwhile, if you’re interested in discussing integrated campaign ideas, you can contact us here.