At Formation Media, some of our biggest success stories have related to website design and software development; however, we take pride in our marketing and PR communications, an example of which is Lawton Tubes.
Marketing copper may be seen as a difficult task; however, our manufacturing and engineering background meant that we automatically loved the idea and were up for the challenge. Copper is creative, not only does it have an aesthetically pleasing shine and luxurious persona, it’s also an alternative and better suited solution to plastics such as PVC (polyvinylchloride), which release harmful toxins. Recyclable, durable and sustainable, copper does not contaminate water, has antimicrobial properties, is resistant to corrosion, and is lightweight.
Inspired by the world of influencers, ourselves and Lawton Tubes knew there was a gap for a copper influencer in the social media sphere, which is where Lawton Tubes could penetrate. We created an Instagram page, multiple Gifs and stickers, and introduced the world to ‘Copper Man’, the mascot and virtual ambassador of Lawton Tubes.
Within nine months of the construction of the Lawton’s Tubes Instagram page, they have amassed over 2000 followers, with an equally high engagement rate, and followers from all aspects of life, not just in the plumbing and manufacturing industry.
We assisted Lawton Tubes with their campaigns for the ‘Installer Show’, the UK’s biggest heating, plumbing and electrical trade show. We created the ‘Win your Weight in Copper’ contest, where plumbers sent pictures of their best installations to Lawton Tubes via social media, and the best picture won. Whilst the competition ran, the hashtag, ‘#CopperChampion’ was born. This promoted Lawton Tubes’ presence on social media, by finding champions of copper who help promote sustainability and good workmanship, whilst building a supportive community.
Our healthy and robust relationship with Lawton Tubes, reciprocated on both sides, means that produced, is the communication and style we both want for the company. We are now helping them with their next ‘Installer Show’, thinking of more innovative ways to help Lawton Tubes assist with sustainability and best practice. Our marketing is not limited to social media and brochures; we are rebranding the Lawton Tubes lorries with a sleek and sophisticated design to match their copper products.
Our aim was to make the website informational but not overcrowded, maintaining a sleek design that provided the necessary information. We knew that a video was essential for the homepage as it showcased the scale of Lawton’s operations, distribution, customer services and manufacturing. We then created three useful calculators to be included on the site, that could work out different design parameters for various types of copper tubes. We incorporated a graph showing LME data that would further confirm Lawton’s authority on the market; and due to their prominence on social media we ensured that their Twitter feed was reachable creating a section that show the four latest tweets.
Working with Formation Media has been a dream. The collaboration aspect has been key, with both the website and social media. They’re not an agency who push only their ideas forward; Formation Media has worked with me to achieve Lawton Tubes goals, which is to bring copper and sustainability to the forefront of social media and society. Robert Lawton, Marketing and International Sales Director, Lawton Tubes