Product Launch Communications Campaign

Opportunity

As demand for bird-friendly commercial glass grew—especially for improved material efficiency and larger sizes (known as jumbo)—Guardian Glass responded with the next generation of its Bird1st™ UV product. The market had a need, and Guardian met it through research and innovation. The next step was clear: communicate the breakthrough with clarity and impact.

Guardian turned to Williams Group, a long-time creative partner, to meet this moment and tell the bird-friendly product story.

Approach

Williams Group initiated a multifaceted campaign that included out-of-the-box creative, a comprehensive communications plan and tactical execution.

First, Wg proposed a three-part campaign with distinct creative looks—two teasers and one for the product launch. All were designed to build momentum and raise awareness among architects, fabricators and glaziers.

Unique visuals were required to stand out in a saturated and competitive market. Wg developed eye-catching creative for paid digital and print media, organic and paid social media, email marketing, website content, collateral and earned media outlets.