Rawlins Paints – Juno UK launch campaign
Our client Rawlins, a leading manufacturer of industrial and specialist paints, had signed a partnership deal with Spanish paint brand Juno to be their exclusive stockist in the UK. However, there was no awareness of the Juno brand, or its extensive capabilities, in the UK market.
Our Solution
We developed a football themed creative campaign designed to appeal to a predominantly male audience of painters and decorators across the UK. The concept centred on Rawlins unveiling a new “Premier League” Spanish signing, with the campaign activated across multiple channels to maximise reach and engagement.
Following the partnership announcement at the first trade show, we launched a multi-channel integrated marketing campaign spanning social media, influencer marketing, YouTube and multi-stage email journeys.
We first looked at how Rawlins acquired and retained customers and mapped out their customer journey to ensure every interaction was being optimised. From this we focused on the different types of customers buying from Rawlins Paints, which we were able to develop into insight driven, focused customer personas that meant we could drive all Juno marketing activity with purpose.
From our research, we were able to explore a football themed creative campaign concept to appeal to a largely male audience of painters and decorators across the UK. The concept focused on Rawlins making a new ‘premier league’ Spanish signing and the campaign was rolled out across multiple channels.
Two key trade shows were leveraged as pivotal moments to build momentum, establish brand authority and drive trade account sign- ups. For this, we designed football themed trade show stands, on-stand video animations and leaflets/merch as well as football shirts for the Rawlins team to wear. This ensured strong stand out at both shows and created interest and intrigue around the Juno products.
Two key trade shows were leveraged as pivotal moments to build momentum, establish brand authority and drive trade account sign- ups.
The campaign began by introducing Juno’s high-quality products and quickly progressed to influencer-led marketing which showcased the products’ unique multi-functional capabilities and high-quality finishes, creating buzz in a highly competitive market. This was supported by multi-stage email journeys to both encourage product adoption and nurture users into repeat purchase habits.
Employing a robust test and learn strategy and feeding the findings back into the process in an agile way enabled us to evolve and refine creative and messaging and quickly deploy media budget into the best performing channels.
The Results
The campaign was a huge success, driving a747% engagement rate increase across Facebook and a 1143% engagement rate increase across Instagram with an average cost per click of just 31p.
Email open rates averaged 44% with brand awareness and sentiment increasing significantly throughout the campaign period.