Senior shows why aluminium is worth its mettle
Silver for Best Use of Social Media [ CIPR PRide Awards 2019 ]
What was the brief?
To create a social media campaign for Senior Architectural Systems that would generate new content and increase interaction, whilst supporting the wider PR activity of positioning the company as one of the leading players in the UK’s fenestration market and wider aluminium manufacturing industry.
What did we do?
We wanted to get a conversation going so we focused on a topic that Senior has plenty to talk about – aluminium. On Wednesday 13th March 2019, our campaign saw Senior become the host of the first ever Aluminium Day, with its social media channels sharing content about how aluminium is used within its own business, general facts about the metal, and its many different uses across different sectors.
The content was both fun and informative and designed to appeal to people outside of the fenestration industry and to Senior’s core market of architects, main contractors and trade installers in order to build greater brand awareness. The date itself, the 13th day of the third month, gives a nod to the fact that aluminium is the third most abundant metal in the world and its atomic number is 13. Clever, eh?
The event was pre-promoted across Senior’s social media channels, using teaser graphics and boosted posts, with all content featuring the #AluminiumDay hashtag.
What was the result?
- Total reach across all platforms: 189,700
- Hashtag used 357 times across all platforms
- Hashtag used by 76 people across all platforms
- Hashtag used in 4 different countries