Dunelm wanted to build a reputation for selling stylish, desirable items and increase its appeal among affluent, pre-family couples - proud nest builders who have cash to spend on their home furnishings. Its campaign sought to build an emotional connection with its target audience.
The campaign was inspired by insight from ITV - that It takes just seven seconds to judge a person on first appearance, but even less when judging them on their home. Using the concept of matching dating with decor, Dunelm and ITV turned to ad-funded progamming to create reality-dating show, Back to Mine. Singletons were challenged to pick a partner based on rummaging around their homes. Six one-hour episodes aired on Sunday afternoons on ITV, presented by Rochelle Humes, featuring product placements in the form of branded Dunelm gift boxes.
Additional activity included Dunelm sponsorship idents and an online spin-off series Stay for Longer, the first branded content series ever to appear on the ITV Hub, the broadcaster’s on-demand platform. The campaign exceeded expectations, resulting in increased sales. It also helped change brand perception around Dunelm, while brand awareness increased too.
The hunt is on! - Cadbury Creme Egg
Cadbury Creme Eggs are on sale for just a few months each year, in the run-up to Easter. Campaigns have to include elements of urgency to encourage as many sales as possible as well as appeal to the brand’s youth-oriented target audience. The campaign featured a hunt for the rare white Cadbury Creme Egg, with a limited number of eggs hidden not only in stores but in other brands’ creative, websites, blogs and videos. Clues were posted across social media, with prizes to be won. The activity resulted in a significant sales hike.
Missguided Styles Love Island - Missguided
Fashion brand Missguided partnered with ITV show Love Island to enable viewers to buy clothes featured in the programme. The show became a catwalk for the retailer’s products, while viewers could purchase directly from the Love Island’s official app, through a specially- created section dubbed ‘Island Style’. Whenever viewers opened the app, they would see the exact outfits being worn on that night’s show, available for instant purchase. Every night the show aired, sales increased.
Mindshare: Three introduces the most relaxing place on the planet - Three UK
Vizeum UK: Stories of local pride - TSB
Initiative: Carlsberg probably NOT - Carlsberg