Skill: Copywriting

Challenge

Launching a new flooring product requires more than simply highlighting its features. It needs an understanding of how different audiences evaluate products, from homeowners looking for style and durability to merchants and retailers focused on performance, ease of installation, and long-term value.

Guardian Building Products wanted Clever Click Rigid to stand out in an increasingly competitive market, and the campaign needed to build this awareness across multiple channels. It was also important that the campaign created consistent messaging throughout the customer journey and position the new range as a trusted solution for modern flooring projects.

Having worked with a wide range of home improvement brands, we understood the different priorities of each audience and were able to tailor the campaign accordingly. While homeowners needed clear, accessible information about the product’s benefits, retailers and merchants would need technical detail and practical advantages that would help them recommend and sell the range with confidence. This insight shaped the messaging across every stage of the campaign, ensuring each piece of content spoke directly to the people it was designed for.

Solution

Rather than treating each marketing asset as a standalone piece, we created a consistent narrative that reinforced the product’s key benefits wherever customers encountered the brand.

The campaign included:

• Product brochure copy that clearly communicated the features, benefits, and applications of the Clever Click Range.
• Website copy that would support SEO and online engagement, while providing customers with the information they needed to make informed purchasing decisions.
• Two press releases launching the range: one tailored for homeowner audiences and the other for professional audiences.
• Social media content and creative assets.
• A paid social campaign targeted at relevant customer and trade audiences to maximise visibility and drive engagement.
• Blog content comparing luxury vinyl tiles (LVT) with stone plastic composite (SPC) flooring, helping customers understand the advantages of the new product while supporting organic search performance.
• A second blog outlining a practical installation guide and common installation queries.

Results

The integrated campaign successfully introduced Clever Click Rigid to both consumer and trade audiences, generating strong engagement across social media while increasing awareness of the new product range.

Jane Atkinson, Marketing Manager at Guardian Building Products:

“Working with Smith Goodfellow has been a great experience for our brand visibility online. In just a few weeks, our social media strategy delivered outstanding results — from the teaser post through to our design showcase. Smith Goodfellow helped us tell our story in a way that inspired genuine interest and boosted brand awareness. We’re thrilled with the creativity, professionalism, and tangible results they continue to bring to our campaigns!”

Across the campaign, Guardian Building Products achieved engagement rates of up to 15.6%, with multiple posts delivering click-through rates above 6%. The launch announcement alone generated more than 12% engagement, demonstrating strong audience interest and helping to build momentum around the product release.