Launched in 2019, Aluminium Day has grown into an established industry awareness day in the construction and manufacturing calendar and an annual social media event held on the 13th March.
The date itself, the 13th day of the third month, was originally chosen because aluminium is the third most abundant metal in the world and its atomic number is 13 – clever, eh?
For 2026, Senior Architectural Systems wanted to build on that momentum and create a campaign that felt bigger, bolder and more inclusive than ever before. The goal was to develop a theme with real personality, which would widen participation across the sector and bring the whole aluminium community together. Our role was to shape the concept, create the content and manage the PR outreach that would make that happen.
Senior Architectural Systems is one of the most innovative manufacturers in the UK, with a patented aluminium doors and windows system, and a King’s Award for Enterprise. The company has been changing the game for decades and as 2026 is also Senior’s 35th anniversary year, we wanted a concept that would celebrate the people, projects and milestones that have shaped Senior and the wider industry. The theme of ‘Game Changers’ was the natural choice and as well as giving Senior a fresh creative direction, it’s celebratory and positive feel offered the wider sector a simple way to get involved by sharing their own game changing moments.
To bring the theme to life, we produced a suite of bold, computer game inspired social graphics and a collection of people and project focused stories that highlighted Senior’s own milestones. These assets formed the backbone of a coordinated PR and social campaign designed to build anticipation and spark conversation on the day itself.
A key part of this year’s approach was expanding the reach of Aluminium Day beyond Senior’s own channels and regular media partners. Through targeted PR activity, we secured support from the Aluminium Federation (ALFED), the UK’s national trade body representing the entire aluminium supply chain. Their involvement helped amplify the campaign to a much wider audience and encouraged organisations from across sectors as a diverse as manufacturing, recycling, architecture and engineering to take part.
The ‘Game Changers’ theme resonated strongly across the sector, helping Aluminium Day achieve its strongest performance to date. LinkedIn saw the biggest uplift, with impressions reaching 7,058, an increase of 3,316 compared with the previous year, representing an 88.6 percent year-on-year rise. In other words, LinkedIn reach nearly doubled in a single year.
Engagement also grew significantly, with 220 reactions, more than double the previous year. The top performing post achieved an 88.13 percent engagement rate. The #AluminiumDay hashtag was used consistently across the platforms, with contributions from a varied audience of aluminium recyclers, fabricators, architects, fellow manufacturers and technology specialists.
These results sit well above typical construction sector benchmarks – let’s be honest, engagement rates in the built environment are usually modest and industrywide participation in manufacturer led campaigns is rare. We’re really proud that the combination of a strong theme, coordinated PR and ALFED’s support helped Aluminium Day 2026 reach a broader audience and encouraged more organisations to join the conversation than ever before.