Promoting premium home decor
Luxaflex is a leading European manufacturer of window coverings sold via a network of showroom dealers across the UK and Ireland.
Established for over 70 years, the brand has a focus on innovation and prides itself on providing bespoke and made to measure products with emphasis on the full service experience from consultation to fitting.
We support Luxaflex’s UK marketing team in increasing brand awareness and driving traffic to the website.
From new product launches to new technologies, features and performance, we provide a pro-active marketing resource that ensures a strong presence in the premium home decor and interior design arena across multiple touchpoints.
Content Creation
With our finger on the pulse of the latest industry styles and trends, we curate content across Pinterest and Instagram, Facebook and X.
Tailoring messaging to appeal to individual audiences, we bring Luxaflex products and premium service to life through aspirational media-led posts.
Posting content several times a week, we also engage with local Luxaflex dealers to encourage them, and in turn their customers, to post completed projects on social media, generating user-generated content and further reach for the brand.
Influencers
We employ a targeted influencer strategy, working with carefully selected individuals to project key messages of the brands premium quality, on trend aesthetic and end-to-end service.
ICG wholly manages these relationships on behalf of Luxaflex, from sourcing potential social media accounts which meet a specific criteria, to influencer liaison, terms negotiation and overseeing the installation, through to the content being generated and posted.
For the launch of a new energy efficient roller blind, we targeted interior and tech influencers from across the UK with strong outbound reach and high domain authority, enhancing our link-building objectives.
Results were extremely positive with strong sales at launch and high traffic to the Luxaflex website.
“Huge thanks to ICG and the team for your efforts – as always you’ve done amazing for us and I personally really appreciate the support you give.”
Head of Marketing, Luxaflex
Digital campaigns driving leads
To ensure continued brand awareness and maximise lead generation, we use digital marketing campaigns to generate leads through email marketing, link building and programmatic advertising.
We are responsible for the content and build of the UK consumer marketing emails.
Once a month, a spotlight topic is selected based on the brand’s current area of focus, whether that be a new product or a promotion.
The team incorporates the brand messaging on a seasonal or topical angle to create inspiring engaging content for the inbox. Strong ‘calls to action’ – to download a brochure or find a local dealer – help drive leads.
Media Outreach
We proactively engage with trade and consumer media, using our established relationships with key titles to promote Luxaflex’s new products and demonstrate thought leadership across the industry.
We also manage a press office for reactive requests from online and print media, seeking expert commentary on seasonal and topical trends for lifestyle and home interior publications.
We have landed pieces in the digital editions of Ideal Home magazine and the print edition of Good Homes magazine.
Dealer Network support
ICG provides ongoing support to Luxaflex’s network of showroom dealers with a variety of marketing tools at their disposal, from geo-targeted digital campaigns to localised advertising.
We also create marketing toolkits to support them in promotions and new product launches, including social media assets and PR.
We design and create the Luxaflex magazine, Lines. ICG is responsible for writing the articles and managing the project through to completion.
