B&Q “The DIY Lifestyle”
Challenge
Turn B&Q’s predominantly product focussed messaging into lifestyle and brand led content that inspires everyone from DIY experts to absolute novices to pick up tools, paint brushes and adopt a DIY lifestyle, showing that everyone can do it!
Execution
Multiple executions throughout 2019 helped do this around Interiors, Grow a Long (Garden), Do it in a Day painting projects, Renters and Christmas as key times in the year were supported by audience relevant, commissioned renovation projects to bring ideas to life.
Finding individual stories told by accessible voices in the DIY community and beyond, working with a variety of creators and celebrities ranging from Radio DJ Roman Kemp to renter supremo Charlotte Jacklin - as part of making their social imagery more lifestyle led.
Result
Contributing to a 10% increase in followers on B&Q channel and creating broad reach figures of 2.6m+ across the UK and driving an overall engagement increase of 13%+ year on year.
B&Q’s renter friendly home improvements
Renters have been less of an audience focus for B&Q, due to concerns around dipping their toe into DIY. However, last year, shift in strategy pushed this audience harder, with hugely positive consequences.
There were sharp increases in enquiries, with up to 200% increase in traffic on certain items mentioned in content, with sentiment amongst renters hugely thankful to B&Q for identifying their needs and tailoring messaging accordingly.
Kids in Charge at Christmas
Through the Christmas noise, it can be hard to find a voice for any brand, none more so than bringing the Christmas magic to DIY. The key way to do this was to look at Christmas through the eyes of a child … literally!
By tasking kids to decorate the trees and rooms around the house for Christmas, it helped bring the joy of Christmas to previously fearful parents and remember it’s not all about the perfect Pinterest tree, it’s about being creative together as a family.
Such as this original DIY shoot, driving 10% engagement rate on Instagram, significantly over the KPI for all Christmas activity.