CASE STUDY: Wickes and regional rightweighting
Provided by Trinity Mirror
Repositioning the Wickes brand.
What was the Challenge / Background of the Campaign?
Wickes was looking to reposition their brand to increase the appeal to the small-scale DIY market. Wickes wanted to target the highest possible volume of small scale DIYers in the UK within drive time of a Wickes store, with messaging that positioned Wickes as the helping hand for any DIY project.
What was the Campaign Objective?
Build awareness with small scale DIYers.
What was the Solution?
Using our unique portfolio of newsbrands, we were able to rightweight the campaign supporting National brand-building activity with cherry-picked regional newsbrands and users to match the Wickes' store footprint targeting male and recreational DIYers. Using our in-house expert, DIY Donny, we created short videos full of easy tips on projects we knew Modal Britain were interested in, such as laminate flooring and installing loft insulation. We posted all this content on the Wickes website and across our Facebook channels which encouraged DIYers to talk to each other.
What were the Results?
The targeted display ads were 50 times more effective than industry standards. Store visits by this core target audience increased by as much as 50 per cent year-on-year in some stores, directly attributable to this campaign. Store visits by this core target audience increased by as much as 50% YoY in some stores, directly attributed to this campaign.