Bifold Shop - Sky Adsmart & Social Campaign
The Brief
Founded eighteen years ago, Bifold Shop set out with a clear mission: to make high-quality bifold doors, sliding patio doors, and roof lanterns accessible to homeowners across the UK. The company prides itself on offering comprehensive solutions, managing every aspect from supply to installation, and maintaining control over the entire process. With a nationwide reach and an impressive customer satisfaction rating of 9.5 out of 10 from over 200 homeowners, Bifold Shop has established itself as a reliable and reputable provider in the home improvement sector.
Bifold Shop approached PinPoint Media with the goal of increasing inbound enquiries through a robust digital and TV advertising strategy. Their objectives were clear: drive enquiries via paid social, primarily on Meta, while also developing creative and TVC support for Sky Ad Smart. To ensure ongoing engagement, Bifold Shop required evergreen content and a continuous campaign presence across relevant platforms.
The Challenge
PinPoint Media’s established partnership with Sky Ad Smart provided a unique opportunity to deliver a highly targeted TV campaign. The challenge lay in creating a TV advert that would be equally relevant during both the Christmas period and the following Spring. This dual-season relevance required a thoughtful creative approach, ensuring the advert’s messaging remained consistent and appealing regardless of the season.
In addition to the TV campaign, PinPoint Media needed to maintain an ongoing lead generation strategy through Meta, utilizing supplementary social assets to keep the audience engaged. Balancing the budget to accommodate both the high-impact burst TV campaign and the always-on social strategy was key to delivering sustained results.
The Outcome
PinPoint Media’s in-house team of Paid Social experts and Creatives collaborated closely to develop a cohesive multi-channel campaign. Working hand in hand with Clearcast, the team successfully crafted a narrative-driven TV advert that aligned with the brand’s objectives and passed regulatory approval. By strategically planning the ad placement and targeting, the campaign capitalized on peak seasonal moments, including a rerun during Spring to maximize exposure.
Simultaneously, the social media strategy was designed to keep the brand consistently visible. Always-on lead generation campaigns on Meta were maintained throughout the year, allowing for reactive offers and targeted promotions based on evolving customer needs. This dual approach ensured both immediate and sustained engagement with potential customers.
The campaign delivered outstanding results, with inbound enquiries increasing by 584.6% over the year. The combination of targeted TV advertising and ongoing social media engagement proved to be highly effective. The dual-pronged strategy enabled Bifold Shop to remain agile, offering seasonal promotions while maintaining consistent brand presence. By leveraging both traditional and digital media, PinPoint Media significantly enhanced Bifold Shop’s visibility and lead generation efforts.
