Searching for the best use of cross-channel marketing, judges at the North East Marketing Awards were wowed by the collaborative efforts of BSW Timber and their marketing agency, Narrative.

Narrative’s submission of the IRO cladding and decking marketing campaign demonstrated a clear strategy and showed synergy across multiple platforms to scoop the Integrated Campaign of the Year (Agency) Award.

The North East Marketing Awards, now in its second year, came to life in a glittering ceremony at the Discovery Museum in Newcastle this October. The Awards aim to showcase talent, creativity, innovation and passion from across the North East’s marketing community, recognising contributions from in-house teams and agencies alike.

The award-winning campaign saw BSW’s appointed marketing agency, Narrative, launch IRO Timber, a new brand in the business’s portfolio. Narrative helped to create a name for the brand, research competitors, identify USPs and devise a strategy which would place the product in front of a range of professionals and consumers. The integrated campaign used cross-channel marketing over a range of platforms – and demonstrating a clear strategy and synergy across platforms were two key reasons why the amazing partnership scooped the honour.

The successful campaign established connections with journalists across key trade press titles who distributed articles promoting the brand launch, highlighting the key benefits and unique selling points of the IRO range. Digital marketing backed up this media exposure via social media posts, which shared news and gave the opportunity to showcase the brand’s personality.
As a full-service agency, Narrative was able to add further artistic flair through their creative team who curated stand-out design work to enhance social content and encourage deeper engagement.

James Brennan, marketing manager at BSW Timber, said: “The impact of the campaign surpassed our expectations with the demand for sample packs being overwhelmingly positive and exceeding planned targets.

“IRO is a new and exclusive range of timber cladding and decking products that is eco-friendly, UV stable and HVOC-free. With its striking appearance and superior durability, IRO has proven popular with design-focused individuals and businesses alike.”

James adds: “We’ve worked with Narrative for six years now and continue to be impressed with their ability to tackle projects with enthusiasm and boundless creativity.”

Kieron Goldsborough, managing director at Narrative, said: “The trio of awards recognises the fantastic work the team do here at Narrative. As a truly integrated agency, winning the Integrated Campaign of the Year Award for our work with BSW was a fantastic achievement and a true reflection of the success of our collaboration.”