Launching a new website isn’t something most SMEs do every day — and that became the spark behind a standout integrated marketing campaign designed to celebrate a major milestone at Blaze Signs. Although this project was completed during my time as Brand & Marketing Manager at Blaze, it has since become a blueprint for the kind of multi-channel campaigns I deliver through BrandWorx, helping other SMEs harness the same creative impact across web, social, and internal platforms.
A Rare Moment Worth Marking
After six months of work behind the scenes, Blaze Signs was preparing to launch its brand-new website, a complete redesign of their digital home. However, a simple “we’ve launched” announcement wouldn’t do it justice. We needed something bigger. More engaging. And more memorable.
That’s when the idea for the #ItsNotEveryDay campaign came to life.
The concept was built around a simple truth: it’s not every day you get to launch a brand-new website. But that statement could also apply to so many of Blaze’s remarkable recent moments, things that truly didn’t happen every day. So why not make a campaign out of those stories too?
“It’s not every day you get to launch your digital home — and we made sure it felt just as big as it was.”
Ultimately, this wasn’t just about celebrating a new website; it was about turning a milestone into a moment. The full integrated campaign is a great example of the kind of brand-first marketing strategy that BrandWorx now offers to other ambitious SMEs.
Turning a Website Launch into a Brand Moment
We built the campaign in two distinct stages:
The Countdown
The two-week build-up to launch featured branded countdown graphics, daily reminders, and teaser posts across Blaze’s social media. As a result, these created anticipation for the moment the new site would go live, and kept the audience returning to see what was next.
Six Stories That Don’t Happen Every Day
We identified six standout achievements from Blaze’s recent history, stories that could each earn headlines on their own:
- Winning Signage Company of the Year 2024
- Supplying signage to 5 of the UK’s 6 leading supermarket chains — all in a single day
- Launching immersive VR Sign Design experiences powered by Unreal Engine
- Delivering Europe-wide rebrands for global brands
- Raising nearly £5,000 through charity initiatives
- Being chosen as the go-to signage supplier for several high-profile retail rollouts
Consequently, each piece was treated like its own campaign asset, stylised, shareable, and visually aligned under the #ItsNotEveryDay identity.
What Made This Integrated Marketing Campaign for SMEs Stand Out?
Unlike typical campaigns that focus solely on the product or offer, #ItsNotEveryDay was a narrative-led, brand-first campaign. It celebrated real achievements. Moreover, it reminded audiences of Blaze’s capabilities.. And it stood out visually and strategically from the regular content mix.
Key elements that made it effective included:
- Multi-channel presence — social, web, email, and internal comms
- Distinct design style — still on-brand, but with fresh, celebratory energy
- Real stories — no fluff, just genuine achievements backed by visuals and data
- Time-limited focus — built anticipation with a clear climax and call-to-action
“We didn’t want to shout louder. We wanted to say something more meaningful — and give people a reason to care.”
This project brought together a mix of services I now provide through BrandWorx, including:
Cross-Channel Delivery That Worked
In fact, this was more than just a social campaign. It was a true integrated marketing campaign for an SME, tying together multiple touchpoints to ensure consistency and impact across audiences.
Social Media
High-frequency countdown graphics and story-led visuals gave Blaze’s feeds a fresh energy and increased visibility leading up to the launch.
Website
The launch day homepage was transformed into a brand moment, aligning visuals from the campaign with the new site experience. In addition, content included a walkthrough of what was new and why it mattered to customers.
Email Signatures
To boost discovery, the campaign visuals were embedded into email signatures across the company, reaching hundreds of recipients per day.
Internal Activation
Internally, the offices and production spaces were transformed with campaign posters, digital screen inserts, and updates to ensure all 200+ employees were engaged and excited about the milestone. We built genuine internal hype, because brand starts from within.
Real Results: Website Launch Numbers That Spoke for Themselves
The campaign delivered exactly what it set out to achieve:
Boosted website traffic from social channels in the two-week run-up and launch day
High engagement across campaign posts — significantly above standard weekly output
Increased shares and re-shares, particularly for the “historic” stories
Positive sentiment internally with team-wide feedback and buy-in
In short: the website didn’t just launch, it landed.
Why SMEs Need Integrated Marketing Campaigns Like This
Too often, SMEs miss the opportunity to turn milestones into momentum. A new website, an award win, or a unique project can all be elevated far beyond the moment itself, when supported by smart, creative, and consistent marketing.
This campaign shows that you don’t need a giant budget to create something powerful. Instead, you just need a strong idea, good storytelling, and the ability to execute across channels.
And that’s exactly what BrandWorx offers to SMEs today.
From Blaze Signs to BrandWorx: Offering This to Your Business
While this campaign was built during my time leading the Blaze Signs brand, this same strategic thinking, creative delivery, and execution is now available through BrandWorx.
From concept development to copywriting, visuals, internal rollouts, and results reporting, I can help your business make the most of your milestones and drive real awareness across the right channels.
Let’s build a campaign that turns your next big moment into a lasting brand win.
“This was built at Blaze — but the creative thinking, strategy, and results-driven mindset are all part of what BrandWorx delivers today.”
If you liked this campaign, you might enjoy reading:
