BRANDED CONTENT

Multichannel Campaign for Stone Tile

Editorial & Social Strategy ▪ Copywriting ▪ Project Management

When Stone Tile approached Azure, the company was in the midst of a major expansion — launching its first e-commerce platform and opening new showrooms across Canada. The brief was clear: highlight these growth milestones while reinforcing Stone Tile’s reputation as a trusted supplier and key driver of Canadian design culture.

To achieve this, I led the development of a multi-platform campaign that blended storytelling and strategy. I managed the campaign end-to-end — overseeing production, client communication, and reporting. I also directed the photoshoot and on-site interview in collaboration with a senior editor and videographer, and wrote all social media and newsletter copy to ensure a consistent voice across platforms.

The campaign delivered strong results across engagement metrics, outperforming benchmarks for sponsored content and driving meaningful visibility for Stone Tile’s new initiatives.

CUSTOM CONTENT

Stone Tile is Building Canadian Design Culture

The centrepiece of the campaign was a custom double-page print feature and companion digital article, positioning Stone Tile as a brand deeply invested in craft and community. This was supported by a social media program, a dedicated newsletter and targeted digital advertising across Azure’s channels.

The article earned over 2,200 pageviews from a qualified architecture and design audience and reached Stone Tile’s four target cities. With more than 120,000 impressions — over 200% above benchmark — the feature delivered exceptional visibility and engagement across Azure’s platforms.

NEWSLETTER

Spring’s Boldest Designs Have Arrived

The newsletter was designed to build awareness around Stone Tile’s new product launches and encourage engagement with its e-commerce platform. Targeted to Azure’s design-savvy readership, it positioned Stone Tile’s online expansion as an accessible, design-driven resource for architects and specifiers across Canada. Sent to over 19,000 subscribers, it achieved a 33.2% open rate and a 2.59% click-through rate — solidly above industry averages for design media.

SOCIAL

@stonetileint is more than a supplier — they're a design partner.

The social media campaign extended the narrative of the custom article, positioning Stone Tile as a leading voice in Canadian design. A video interview, directed and produced in collaboration with Azure’s editorial and design team, captured the brand’s roots as a family business and its vision for the future. The campaign achieved over 44,000 impressions — 76% above benchmark — amplifying Stone Tile’s presence among a highly engaged design audience.

Content is property of Azure Publishing.

Sydney Shilling is an award-winning writer and editor working in the design and architecture space.