Iris > Case Studies > Wickes' Innovative IoT Approach to Home Improvement Marketing

Wickes' Innovative IoT Approach to Home Improvement Marketing

Applicable Industries

Buildings

Applicable Functions

Sales & Marketing

About The Customer

Wickes is a well-known home improvement brand in the UK. The company offers a wide range of products and services for home improvement and construction projects. Wickes caters to both professional tradesmen and DIY enthusiasts, offering expert products and advice. The company is committed to helping its customers achieve a professional finish in their home improvement projects, whether they are doing it for profit or personal satisfaction. With the 'Let's do it Right' campaign and the 'Wickes Stories' initiative, the company aimed to connect with a broader audience and become the nation's preferred home improvement brand.

The Challenge

Wickes, a home improvement brand, was facing the challenge of expanding its audience beyond tradesmen and serious DIY enthusiasts. The company wanted to become the nation's preferred home improvement brand, well-known and loved amongst everyday consumers. The challenge was to find a way to connect with a broader audience and showcase the emotional and personal benefits of home improvement, rather than just the potential for property value increase. The company wanted to highlight the 'magic of home improvement' and the real-life stories behind DIY projects.

The Solution

Wickes, in collaboration with iris, launched a campaign called 'Wickes Stories'. This campaign was part of the broader 'Let's do it Right' initiative, aimed at those wanting a professional finish to their efforts. 'Wickes Stories' was brought to life through a competition launched across Wickes’ social channels in December 2015. People were asked to share a home improvement project and tell their story for the chance to win a £500 Wickes voucher and star in the campaign. The first film for the series took viewers on a nostalgic journey as a Dad sets out to create a tree house for his son, highlighting the emotional value and family bonding that can come from home improvement projects. The campaign was fully integrated and rolled out from March across TV, Social, VOD, radio and press.

Operational Impact

The 'Wickes Stories' campaign was successful in connecting with a broader audience and showcasing the emotional and personal benefits of home improvement. The campaign was able to bring to life real DIY stories, highlighting the importance of home improvement projects for families and the love and care that goes into these projects. The competition element of the campaign also engaged the audience, encouraging them to share their own stories and experiences. The campaign was not only successful in terms of quantitative results but also in terms of brand positioning and audience engagement. It helped Wickes to position itself as a brand that understands and values the emotional and personal aspects of home improvement, and not just the potential for property value increase.

Quantitative Benefit