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 for BSW Timber‘s IRO decking and cladding product’s 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 on 10th October 2019. 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’ portfolio. Tasked with creating a name for the brand, researching competitors and identifying USPs, as well as devising 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. 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 timber is a new and exclusive range of timber cladding and decking products that is eco-friendly, UV stabled 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.”

Sunderland-based marketing agency, Narrative, actually scooped three awards at the event – finalists in five categories, Narrative won three accolades recognising their talents across digital marketing, cross-channel marketing and brand creation.

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 Timber was a fantastic achievement and a true reflection of the success of our collaboration.”

Kieron adds: “We believe in building extraordinary teams to deliver exceptional results. This stretches beyond our four walls and the expertise of our narrators to encompass our clients’ teams too – this integrated approach means we really are part of their organisation, working together towards a common goal.”

Explore the revolutionary IRO range of architectural timber and follow them on Twitter @IroTimber

To find out more about Narrative’s award-winning services and keep up-to-date with all the latest news, follow them on Twitter @narrativecomms