Castworks, a distributor of luxury European wood-burning fireplaces in Australia, identified an opportunity to fuel growth through product adoption by architects, interior designers, builders and project managers. A goal that would support long-term growth, success would see Castworks’ products specified across multi-site housing developments in the residential sector. Growing product awareness and selection through builder, interior designer and project manager segments would see architect specification supported, and growth in product selection tied to renovation.
Director CJ Mackay knew he wanted to started a conversation with architectects but didn’t have a large sales team to support this objective.
RECIPE developed a lead generation strategy and nurture campaign that would serve to excite and educate architects. Instead of an ad showing a product or two in architect-focus publications, RECIPE briefed Castworks’ agency on the development of a “Winter 2018 Fireplace Trend Lookbook”. Heavy in inspirational imagery, content included the information architects would need to make informed decisions on new product. In exchange for the Lookbook, architects would share basic contact details. An automated nurturing campaign was also developed to further educate architects with tools like a comparison chart highlighting which product would be the right fit for their projects, based on the project brief.