With a highly efficient new window and door system to launch, leading steel window and door manufacturer, Crittall Windows, turned to Purplex for a two-tier strategy that reached over 170,000 people and generated almost 400 new leads.
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For almost two centuries, Crittall Windows has been manufacturing high quality steel windows and doors for both commercial and residential projects, not just in the UK but worldwide. The organisation has developed a fantastic reputation for its commitment to innovation and constant improvement.
In 2024, Crittall Windows wanted to launch a brand new steel product into the window and door market. The thermally enhanced rolled steel window and door system boasted impressive U-values and thermal gradient, making it a real gamechanger in the industry. Despite this being a high performing system, the quality and thermal efficiency of steel has been heavily criticised over the years and is shrouded by a number of misconceptions.
Therefore, for this launch, it was our responsibility to combat these perceptions by showcasing how steel windows and doors have evolved and changed drastically since they were first introduced to the market almost 200 years ago.
We were determined to deliver a campaign that maximised the product’s visibility to the relevant audiences and created a buzz to generate a high number of new leads and enquiries from prospects.
As a multi-service marketing agency, we knew a multi-channel approach would be the most effective approach to take in order to raise awareness and engage with the target audience.
To have the most impact, we divided our campaign into two distinct phases. The first stage was a pre-launch campaign deliberately designed to build interest and anticipation, while the second stage revealed all about this new steel system.
We wanted to create a buzz in the lead up to the official launch of the product and so we carefully planned a pre-launch strategy. Our team of graphic designers created an artistic mock-up of the new steel system, revealing some but not all of the detail. We also designed an intriguing campaign slogan to drum up interest and to build curiosity. This slogan was used alongside the creative design and shared on social media, in print advertising and on bespoke email campaigns. It was also used on the dedicated landing pages which were designed specifically to capture new leads.
During this first phase of the campaign, we successfully secured over 300 enquiries from individuals who showed an interest in wanting to discover more about this revolutionary steel window and door system when it officially launched.
When it came to launching the new product to the glazing and construction sector, we once again carried out a multi-pronged approach and utilised a series of marketing techniques. We gave the campaign a fresh new look and designed a series of social media assets, animations, email marketing campaigns, press releases, a landing page as well as product specification sheets for homeowners and industry professionals. Each tactic was carefully planned to raise awareness of the new product and its incredible performance.
Combined, the teaser and launch campaigns reached an incredible 180,000 people, secured 20,000 engagements and generated almost 400 leads for Crittall Windows.
"Deciding to work with Purplex after being with our previous agency for a considerable period was daunting. But it turned out to be transformational! Our social media metrics, enquiry volumes and media presence has grown above expectations. A key factor in choosing to work with Purplex was how quickly the team understood our business and determined what was needed to reinvigorate our marketing and PR activities. Importantly, the team at Purplex are great to work with – friendly, responsive and proactive."
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