CASE STUDY: Debenhams increase awareness of furniture & homeware
Provided by Time Inc. UK
Print and online campaign across Ideal Home, Livingetc and Style at Home deliver great response for Debenhams.
What was the Challenge / Background of the Campaign?
Debenhams wanted to increase awareness of furniture and homeware at Debenhams and drive people to the Debenhams Home catalogue. The target audience was women 24-54, appealing to the typical Debenhams Home customer - upmarket women in their early forties - as well as broadening appeal to potential customers who fall outside this demographic.
Key USPs were to be communicated: Debenhams' designer offering and the breadth/variety of the home & furniture range.
What was the Campaign Objective?
To increase awareness of furniture and homeware and to drive people to the Debenhams Home catalogue. Our readers have the desire to create a 'wow' reaction in their homes but need inspiration to pull it off. Whether it's for a complete room overhaul or 'mini- indulgences', they turn to our titles for ideas to improve their homes. Ideal Home, Livingetc and Style at Home provide the perfect platform to target women 24-54 They also allow us to reach the Debenhams audience directly: 332,000 of Ideal Home readers shopped in Debenhams in the last year (37.5% of total readership)
What was the Solution?
The overall theme portrayed Debenhams as affordable and stylish, showcasing the breadth of range by featuring three environments: sleep, eat, relax. This allowed us to focus on the rooms where people are most likely to purchase big ticket furniture items as well as those who just want a quick fix to spruce up a room. A competition giving away Debenhams vouchers required readers to visit the Debenhams catalogue online to answer the question. The campaign ran across Ideal Home, Livingetc and Style at Home, both in print and online.
What were the Results?
IMPACT OF THE CAMPAIGN: 3 out of 4 exposed to the campaign rated it as excellent/good. Creatives were impactful both in print and online: Over 7 in 10 thought they were memorable, relevant and useful. AWARENESS: 46% of those exposed were more likely to recall seeing advertising for Debenhams. BRAND PERCEPTION: Those exposed were almost twice as likely to link Debenhams with exclusivity compared to those who did not see it. They were also 58% more likely to describe the brand as Inspiring and 44% more likely to associate it with design.
What were the Key Learnings of this Campaign?
Our communication engaged & motivated the reader to become their own interior designers with the inspiration coming from Debenhams. Exposed group 61% more likely to say they buy from Debenhams once a month As a result of seeing the campaign, 20% of people looked for one of the products when shopping and 37% visited the Debenhams website. Please see attachment for full details of the print and online activity.