Launching Roger Lewis’ contract offering at Clerkenwell

Client: Roger Lewis

The brief

Clerkenwell Design Week is a key annual event for the commercial interiors market. It presents the biggest opportunity of the year for UK manufacturers to reach a vast international audience of architects and designers.

For our client, leading British furniture designer and manufacturer, Roger Lewis, the event was chosen to launch a new contract offering and bespoke design tool.

Hattrick was tasked with creating and executing end-to-end event management – from launching a social media competition to creating an unforgettable visitor experience for the show’s guests – with activity complementing the overall annual marketing communications strategy.

Objectives

  • Showcase the three hero product collections: Kyoto, Sintra and Onyar for workplace and hospitality settings
  • Launch The Customiser to the show’s A&D audience, illustrating its uses and benefits
  • Drive visitors to the Roger Lewis website
  • Secure press coverage in key industry titles
  • Demonstrate the core team’s wealth of design expertise through a speaking opportunity
  • Engage stand visitors visually, encouraging them to share their images on Instagram
  • Capitalise on event attendance through photography and videography for Roger Lewis’ owned channels

Target audiences

  • A&D: Hospitality & Workplace sectors
  • Furniture dealers

Activity

To ensure that Roger Lewis saw maximum results from its Clerkenwell Design Week attendance, Hattrick created a strategy that considered the lead-up, the event itself and post-show activity.

Event lead up:

Products

  • New creative direction and product photography for hospitality/workplace segments
  • CDW stand design concept developed by the same creative director, CollectiveHQ, to ensure one vision for all visual output across complementary trend-led fabrics and accessory sourcing to bring the stand to life
  • Inclusion for Roger Lewis products in all pre-show CDW marketing activity
  • Giveaway tote bags and postcards designed and printed for key visitors

The Customiser Challenge

A competition launched on social media and the CDW stand to engage A&D community pre and during the show.

  • Three leading interior agencies briefed to create their own design using The Customiser software
  • Finished patterns printed onto fabric and upholstered to a Roger Lewis Sintra chair
  • Designs went head-to-head in a social media competition
  • In event run-up, ‘sneak peek’ updates of the designs in-progress shared on the Journal and social media channels
  • Organised the invite list for winner announcement event, which included a VIP drinks reception
  • Issued an announcement press release to all industry trade titles

During the event:

  • Supported on the stand throughout the festival, liaising with potential prospects & journalists
  • Captured activity for social media and the Journal including photography and video interviews with Roger Lewis team
  • Managed VIP drinks reception
  • Issued press release announcing the winner of The Customiser Challenge

Post-event:

  • Followed up with key press to secure inclusion in post-event round-ups
  • Populated website with photography/video interviews
  • Shared imagery on Instagram, followed new connections and reposted other users’ photography of the stand
  • Wrote a post-event round up for the Journal
  • Thanked all participants of The Customiser Challenge & event attendees

Result

  • New look & feel for Roger Lewis positioned the brand for the hospitality and workplace sectors
  • Bank of photography & video content secured
  • Great feedback from the industry on new ranges and The Customiser
  • Increase in website traffic & engagement during CDW week
    • Page views up almost 50%
    • Direct traffic up 104%
    • SEO (+11%) and social (+52%) key referrers
  • 11 pieces of media coverage secured (60%+ in B2B interiors)
  • ‘One to watch’ accolade awarded by Eporta
  • Speaking slot secured for managing director Marc in panel discussion hosted by a global flooring manufacturer
    • Live streamed on IGTV by design journalist Katie Treggiden (with over 17.7K followers)
  • Instagram engagement increased by 278% for April & May

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