Homewares retailer Dunelm wanted to boost sales of more expensive products and encourage people to see it as a retailer of stylish products rather than just functional goods such as pillows, cushions and duvets. It also wanted to appeal to a more affluent target audience.
Using emotion to forge a connection was key and with the success of programmes such as Take Me Out and Love Island, Dunelm turned to dating-themed content for its campaign. It partnered with ITV using ad-funded programming to create Back to Mine, a reality-dating show where single people pick a partner based on rummaging around their homes. A series of six one-hour episodes, presented by Rochelle Humes, featured integrated product placement through branded Dunelm gift boxes.
Each episode directed viewers to an online spin-off called Stay for Longer, the first branded content series to appear on the ITV Hub. This was where Dunelm ‘rescued’ unlucky contestants in love with home makeovers, strengthening the brand’s role as a homeware ally.
The campaign also featured sponsorship idents, ‘first in break’ ads and also went beyond television, with integration across Dunelm social media, website and staff communication.
Back to Mine reached a significant number of viewers, helping to change brand perception and increasing sales.
The secret lives of five-year olds on holiday
Online travel companies were making the travel sector increasingly competitive. To demonstrate Thomas Cook’s ability to create family holidays on a level beyond what other operators offered, the brand partnered with Channel 4, taking the broadcaster’s hit show, ‘The Secret Life of...’, which lifts the lid on the ups, downs, tears and triumphs of children, and transporting series to a Thomas Cook resort in Turkey. Sales increased greatly following the show, which was watched by around 1.8 million viewers.
You can’t handle the truth - Henkel - Right Guard
Deodorant brand Right Guard has infused its previous campaigns with humour. The challenge for 2018 was to take this successful ‘dry humour’ positioning to another level, delighting consumers but doing so in a way that increased the brand’s relatability, to grow consideration and sales. With the football World Cup taking place over the summer, Right Guard’s campaign, with long form web series episodes and teaser clips, featured a quick-fire, sweat-inducing interrogation game using a lie detector, with some of the UK’s top football players. There was a significant uplift in consideration amongst consumers exposed to the campaign and an even bigger rise amongst those who had watched all six videos in the series.
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