8
Industry media outlets covered the launch event
20K
Engagements across all of the campaigns
180K
People reached with the combined teaser and launch campaigns
About Crittall Windows
With two centuries of history, Crittall Windows have a very strong reputation for premium window production. They produce the famous steel-framed units that you’ve likely seen on Grand Designs. That’s alongside other systems which are suitable for commercial applications.
Our Challenge
In early 2024, Crittall Windows were launching a new product – a high-efficiency, rolled metal frame which had superior weather performance.
Our brief was to make this launch a success, maximising its visibility and the number of orders it generated. We had several different marketing channels available to us, including print advertising, PR, social media, email and the ability to create landing pages on the Crittall website, to convert these leads.
Our Solution
We decided to split the launch campaign across two stages – the first would build anticipation, pre-launch.
Pre-launch
Generating buzz around the product’s release meant carefully planning the campaign around the launch date. Our team of graphic designers created an artistic mock up of the new window frames that revealed some, but not all of their details. This allowed us to tease the design across social media, print advertising and email campaigns, generating hype for the launch.
The teaser campaign revealed a limited selection of enticing facts about the windows. These were accompanied by a large, striking image of the mocked-up windows and a QR code in print magazines. All the teaser campaigns directed people to a landing page, where they could sign up to hear about the launch.
Over the first month of the campaign, 300 architects signed up for the teaser, to find out more about the product on launch date.
Launch
At launch, we tapped our contacts in the construction press, sending them customised press releases to achieve coverage across 8 industry publications. We also placed adverts in both digital and print media, including the architectural e-newsletter RIBA journal, which reaches 24,405 people.
Our graphic designers created individual reseller packs targeting both architects and homeowners. For example, the architects’ pack detailed the specs, efficiency and performance of the windows versus a non thermally broken steel system.
Alongside these activities, Purplex created social media assets, a landing page and a Linkedin newsletter. Combined, the teaser and launch campaigns reached 180K people, with 20K engagements.
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