The Residence Collection wins ‘Most Creative Campaign’

The Residence Collection has won the ‘Most Creative Campaign’ award for this year’s FIT Show Awards. The award recognises the outstanding impact and innovation of its multi-channel ‘Make it a Full House’ campaign, which was on display during the show.

The campaign, centred around the launch of The Residence Collection’s brand-new open-in timber alternative door, was designed to drive traffic to their FIT Show stand, introduce the full product portfolio and generate quality leads from fabricators and installers. The key message – enabling customers to create a complete ‘full house’ timber alternative solution with Residence windows and doors – is said to have resonated strongly across the industry.

The campaign utilised a fully integrated marketing strategy, including a social media teaser series, PR activity, teaser advertising across all industry magazines, a bespoke landing page and a stand that featured live demonstrations and entertainment.

The campaign also featured personalised invitations to fabricators, along with a dedicated ‘fabricator box’ introducing the new door and included all the technical information ahead of the official launch. Installers received their own invitations, and the press were personally invited to attend the official press launch on the Wednesday. The Residence Collection created their own branded playing cards and poker chips for the event and all staff wore campaign branded uniforms.

Throughout the campaign, PR coverage was driven by three targeted press releases and supported by editorial features in leading trade publications. An estimated 100,000+ industry professionals were reached through a mix of print and online media.

The social media campaign delivered over 407,000 impressions, with 108,000 engagements and an impressive 52% overall engagement rate. A 33% engagement rate was also achieved via paid activity.

Jo Trotman, Marketing Manager at The Residence Collection, said: “We’re incredibly proud to receive the ‘Most Creative Campaign’ award for our work at the FIT show. The Make it a Full House campaign took a group effort to pull together, and the detail and thought that went into it really paid off. The team worked tirelessly to bring it to life across every channel, and the response from the industry has been phenomenal.”