Doulton Water Filters are a global brand that manufactures and sells home water filtration systems and ceramic water filter products that remove bad contaminants in tap water, leaving their customers with fresh filtered water straight from the tap.
Prior to attending the Grand Designs Exhibition in September, we were asked to run a digital marketing campaign to increase their on-stand presence.
We designed and developed a dedicated landing page on the Doulton website based on the Grand Designs exhibition. All of the social media content we produced was aimed at driving traffic to this specific landing page. This was set up to track traffic before and after the event so that it could be monitored and reported on to see if there had been an increase in brand awareness from the event itself.
We integrated a data capture form to generate leads directly on the landing page. We did this so that users could be entered into a free ticket giveaway. The giveaway was also promoted on all social media channels including Facebook, Instagram, LinkedIn and Twitter. Doulton had a total of 50 tickets to giveaway, these were chosen and the individuals were allocated a code that they received in order to gain access to their free ticket.
We initiated a countdown on social media with Doulton’s stand information to encourage guests to attend, fill up their bottles and try tasty filtered water at the Doulton Bar. Our social media team attended the exhibition and captured live walkthroughs of the exhibition and the Doulton stand as well as footage of the guests enjoying the Doulton refreshments. We used Instagram Stories to show these videos and photos alongside Instagram, Twitter, LinkedIn and Facebook feed posts.
We created various promotional banners educating guests on the product’s benefits and encouraging visitors to approach the Doulton stand to discover more. Our designers used our Think BIG! approach for everything from the main stand design to the small simple touches such as branded drinks mats with a catchy phrase to spark interest in the brand. We wanted to make sure that all of the little touches were in the right place with the right thought behind them.
Doulton Water Filters wanted to increase awareness as a household brand before the Grand Designs Exhibition. They also asked for us to market their product range, whilst educating people on Doultons products and benefits.
Doulton asked us to develop an on-stand experience for guests at the exhibition. We needed to think outside the box and design a stand that was different to others the exhibition. It needed to stand out and engage passersby giving them an incentive to stop and chat to the Doulton team that would be on the stand.
To increase brand awareness in preparation for the exhibition we generated engaging social media posts on Facebook, Instagram, Twitter and LinkedIn. We decided to use countdown style posts leading up to the exhibition dates to create a buzz. We did this to encourage people to visit the Doulton stand so they could learn more about the product range that Doulton has to offer and it’s uniqueness as a brand compared to its competitors.
We announced Doultons attendance and promoted a giveaway of free tickets to customers on social media and through email marketing as an incentive for people to take part and visit the Doulton stand at the exhibition. We used Facebook to promote the free giveaway, asking users that liked and commented on the post to enter their details into an entry form on the new landing page.
We decided to create a unique hashtag (#DoultonGrandDesigns) for the event so that people could tag and share photos or updates across social media channels. We developed a strategy to capture the guests interest through live Instagram stories using the #GDLive hashtag showcasing the stand and live events at the exhibition. For the Instagram stories, we designed eye-catching image frames so that we could ensure that the Doulton brand and key assets were included throughout the posts.
For the stand, we designed the surrounding walls of the stand using 3D graphics so that we could see exactly how the stand would look when it was pieced together. This really helped us to visually map out where the main features of the stand would be placed.
We sourced a bespoke build bar from Best Bar None. This was designed using a white rustic wood effect and a graphic added to the front. We wanted to include this bar as the main feature of the stand so that people could stop by for a drink and try Doulton water. This was made in the style of a classic bar with the Doulton filter tap home system fitted.
We also designed promotional roller banners educating guests on Doulton’s products showing the key benefits of the ceramic filters and filtration systems. These stood out using bold colours and large text in the Doulton font with relatable lifestyle-focused imagery and product benefits to grab the attention of the public visiting the exhibition.
We produced a back wall design with fruit, veg and bright colours to reflect a healthy lifestyle and the clarity of drinking water that Doulton water filters create.
We are pleased to work with a variety of business who operate within a range of industries and sectors.