The UK’s leading door manufacturer, Premdor, appointed Faith PR to deliver a six figure integrated marketing campaign to launch a new collection of timber internal doors to both a trade and consumer audience.
The new collection was inspired by the latest trend in fashion, interior design and colour trends and developed using Veneer Match technology. The interior doors would launch in October 2015 to Premdor’s existing market of builders and merchants as well as architects, interior designers and consumers.
As part of the integrated launch, Faith PR devised a targeted blogger outreach and social media campaign.
Over the summer of 2015 we developed the Portfolio brand and a multi-platform campaign across the UK which included a planned social media strategy to position the collection of 19 internal doors, and the four ranges to architects, interior designers, interior bloggers and consumers. We identified Twitter, Facebook and Pinterest as being the main platforms to focus on for the launch phase.
After researching and identifying the most relevant industry bodies, industry media and journalists to engage with, we rolled out the social media campaign over a period of two months, driving traffic to the campaign website and raise awareness of the brand.
Organic content was support with some minimal paid-for content including promoted tweets aimed at followers of the target media architectural, interior design and home improvement publications to encourage click-throughs to the website. To ensure we used the limited budget effectively, we promoted the Portfolio video by using Twitter’s video campaign tool.
The social media strategy included a blogger competition which saw us working with three of the UK’s most influential home and lifestyle bloggers (who had a social reach of over 270k between them and included the UK’s number one HIBS 100 blogger). We asked the bloggers to choose a door from the new Portfolio Collection and write a blog post about what ‘dream space’ this would lead to. The post with the most votes would win. The competition was promoted through Portfolio’s social media channels and the bloggers’ shared regular posts about the competition encouraging their followers to vote for their idea.
In the two month launch period (mid-October - December 2015), we showcased the brand and its products to thousands of people, with Premdor receiving a large amount of enquiries over the following months. Premdor had also received a number of sales from their existing door suppliers shortly after the official launch.
The blogger competition received a record number of 2,000 votes within a two week period, with The Ana Mum Diary being voted the winner.
Collectively, organic and paid for posts on Facebook and Twitter resulted in 185.5k impressions, with 3,895 profile visits. Two Facebook ads resulted in 454 website clicks.
We created 17 themed boards on Pinterest, which had an average of 70 daily viewers throughout the launch period.
In total there were 1,600 video views and 19,000 impressions across two video campaigns which both ran over two days.
Through key research conducted with architects and interior designers by an external company after the launch, it is clear that the campaign has changed the industry perception of Premdor.
Previously known as the leading manufacturer of ‘commodity’ doors, but without much competition in the marketplace, customers now view Premdor as a design-led brand which is concerned about the needs of its design customers and how it can help them find high-quality doors to suit a wide range of schemes. From doors fit for contemporary apartment blocks, to new build schemes or office blocks, Premdor’s range of Portfolio doors stands out in the marketplace and Premdor is now viewed as a trend-led premium player.