PRODUCT: Decorative Wiring Accessories

AUDIENCE: Interior Designers ~ Architects

CHALLENGE: Interior designers influence specification by balancing aesthetics, detail and performance. For Hamilton, this represented an important route to long-term brand awareness and product sales.

A Discovery Session identified that awareness of Hamilton within the interior design community was relatively low, despite its products already being specified on major and boutique hotel projects.

The opportunity was to reposition Hamilton from a decorative wiring accessory supplier to a collaborative solutions partner—able to work with designers and architects to deliver the finishing details their projects demanded.

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SOLUTION: We developed the campaign platform The Finishing Touch, reflecting the stage at which decorative wiring accessories become an important part of the overall interior scheme.

Hamilton also joined the British Institute of Interior Design (BIID) as an Industry Associate, helping build credibility and closer relationships within the design community.

The campaign combined strong product imagery with concise creative messaging, supported by case studies demonstrating how Hamilton had worked with designers to deliver bespoke solutions for real projects.

Activity included:

• targeted print and digital advertising;
• brochures, advertorials and project case studies;
• website and technical product information;
• email and digital campaigns;
• exhibitions and design-industry events;
• product, thought-leadership and social content;
• awards and PR activity.

OILING THE WHEELS OF HAMILTON…

Strategy: Brand Discovery Session, audience positioning and specification strategy

Creative: The Finishing Touch campaign concept and brand story

Advertising: Interior design and Home Décor media, print and online

Design: Press advertising, brochures, case studies and advertorials

Digital: Website, technical library, email campaigns, MPUs and Leaderboards

Events: BiiD Conference, Clerkenwell Design Week, Design London, Decorex and Ind. Hotel Show

Content: Product releases, project case studies, feature articles, awards and social media

RESULTS:

The campaign helped establish Hamilton as a more visible and credible decorative wiring accessories brand within the interior design community.

Case studies provided valuable proof of Hamilton’s ability to develop bespoke solutions, while exhibitions, BIID involvement and targeted communications created opportunities to engage directly with designers, architects and specifiers.

The strategy moved the conversation beyond individual products—positioning Hamilton as a collaborative partner capable of providing the finishing touches that help bring an interior scheme together.

Positioning Hamilton as a ‘solutions provider’ also created opportunities to promote less familiar products from across the range.

The campaign is on-going.