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Case study

Not just another product launch

Great products deserve a great launch, but when you're up against fierce competition, budget constraints, and limited face-to-face sales opportunities, the stakes are high. With a solid campaign plan, we helped Johnson Tiles reintroduce its most popular collection, Kerastar.

The challenge

After expanding its popular Kerastar tile collection to include an impressive array of 43 colours designed specifically for the commercial interior market, Johnson Tiles was ready to re-launch this major range to the masses.

Traditionally, sales relied heavily on face-to-face interactions and sample deliveries. However, with many architects and designers still working remotely and the built environment sector fiercely competitive as it regained momentum, Johnson Tiles faced the challenge of raising brand awareness and driving traffic to their product relaunch - all on a limited budget.

Tackling the brief

The purpose of the Kerastar relaunch campaign was to use it as a vehicle to engage the architect and design community beyond just the product name.


To achieve this, we devised an integrated, multi-channel, six-week-long campaign designed to generate buzz and sustain momentum around the collection. This involved creating a variety of compelling, high-quality content - from a dynamic product launch reel to designer Q&As - which would be shared far and wide.

Social media (paid and organic) Blogs PR campaigns Print media Brand positioning
Kerastar square case study image

The highlights

  • New campaign positioning ensured sales and marketing sang from the same hymn sheet - with a relevant and engaging message.

  • Amplification across PR, social media, paid media and owned channels increased brand awareness and traffic to the website

  • Featured in the industry's leading publication, Dezeen, 10 most popular products of 2022, which achieved 6k page views

  • Secured 18 pieces of coverage across leading media titles

  • Product page was 2nd most popular during launch month

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We're very proud of our clients and the work we do together.

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