Challenge

Clayton Glass is a glass processor and IGU manufacturer for the domestic window, roof and door market. Estimated to be worth £350m annually, the UK market is fiercely competitive, with 3,000 potential customers. Standard products make as little as 3-4% return and installers often select the least expensive glass offering the lowest thermal performance, which continues to challenge the more advanced products. The ambition was to grow awareness of the Celsius and Smart Glass brands, educating and empowering installers to up-spec each project, so as to deliver better quality for the end user and drive demand for higher valued products.

Strategy

Although mature, this market is by no means advanced. Clayton Glass has made great strides to combine an industry-leading customer experience with cutting-edge technology. Its mantra ‘The Clayton Difference’ is a customer promise to provide unrivalled support and delivery. The route to market for Clayton Glass was well established and defined, working primarily with window, door and roofing manufacturers. Our proposed strategy was to provide the customer base with monthly campaigns that they could personalise and send out to their installers and end users. Informing them of the innovative products available and the host of benefits each delivered if specified correctly, we engaged in distributor focused, centralised marketing ready for personalisation and local implementation.

Creative

Our monthly ‘Campaign in a box’ was sent via email, providing an overview of the campaign elements and recommended schedule of delivery. Elements included 3D renders of each product, a microsite, animation, email signature, multiple email templates, social media posts, website news post, web banner, flyer and literature. One of the first campaigns was centred around a 3D house, with applications including window units, wall units, bi-fold door units, skylights and conservatory roof units. Visualising the most effective product to use by application, we built microsites for each customer, with their own branded vans on the driveway. This demonstrated ‘the Clayton difference’, supporting customers effectively and ensuring the most suitable products were specified.