Shortlisted in eight categories at the 2021 Construction Marketing Awards

Agency of the Year - CIB
PR Agency of the Year - CIB
Best use of Advertising – Alpha Heating
Best Big Budget (£50k+) Campaign – Alpha Heating
Best use of Content Marketing – Structural Timber Association
Best Big Budget (£50k+) Campaign – Structural Timber Association
Best Built Environment Member Organisation Marketing Campaign – Structural Timber Association
Best Social Media Campaign – Purdy

Clients continue to trust in our honest approach, in-depth industry knowledge and creative flair to devise bespoke campaigns that achieve results and this has been further evidenced by our shortlisted client entries below.

Alpha Heating – a real boiler campaign

As part of a long term partnership with Alpha Heating Innovation, CIB was tasked with crafting and implementing a strategic creative campaign to raise awareness of the brand among homeowners. The ‘a real boiler campaign’ included the creation of Alpha’s first television advert, an animated, story based advert which ran across multiple TV channels in the run up to Christmas 2020. The campaign also included the creation of a dedicated website page and homeowner pack, online use of the advert and extension of the creative into on-going social media activity.

The campaign achieved:

• TV advert reached in excess of 1.13 million viewers across the Freeview channels with more than 44k additional views on YouTube.
• YouTube pre-roll advertising - Total video views exceeding 11k
• Promoted posts across all channels delivering an average of £0.24p per click with over 2,500 clicks to site.

The success of the campaign contributed to a 35% uplift in sales in January 2021 compared to January 2020 and a 22% increase in Q1 2021 compared to Q1 2020. There was also a 216% uplift in homeowners visiting the ‘Find your nearest Alpha installer’ webpage compared to the previous year.

Structural Timber Association – Time for Timber campaign

The Time for Timber campaign from the Structural Timber Association (STA) aimed to educate the insurance and investment sector about the critical importance of timber as a sustainable, carbon negative material in construction and counter negative misconceptions, especially with regard to fire safety.

The campaign activities included a mix of content on owned, earned and paid channels with the focus on achieving the biggest impact within the target audience in the most cost effective way. The content included video, educational articles, opinion pieces, whitepapers, podcasts, webinars and social media alongside traditional PR and out of the home advertising.

Time for Timber has generated a level of engagement that the STA has not achieved with any previous campaign. As a direct result of the campaign, the STA will be attending the UN Climate Change Conference of the Parties (COP26) in November 2021 as part of the delegation for the Confederation of Timber Industries (CTI).

Purdy – Facebook campaign

As part of Purdy’s communication strategy for 2020/21, Facebook was identified as a key tool for truly connecting with the brand’s heartland and leveraging customer loyalty, to deliver an effective advocacy campaign. Additionally, through more effective use of the social media platform, the company sought to drive increased traffic to its website. This undertaking was supported by a number of creative initiatives, as well as a highly targeted social media recruitment drive.

The result was a significant increase in page likes/followers, post reach and engagement, website visitors and stockist searches.

• 12,101 Likes / 22,681 followers added
• Average post engagement 20 times higher than Facebook average
• 10% of all web traffic driven from social media activity
• 14% of all stockist searches generated from social media activity

We look forward to the Gala dinner on Thursday 2nd December and sharing a drink with our clients, industry friends and competitors alike.