Hammonds: Driving Growth By Capitalising On Category Demand

CAPITALISING ON CATEGORY DEMAND

As the home improvement market boomed, the demand for fitted furniture was high…and growing.

Competition in the market was strong and established, and Hammonds brand awareness was considerably lower than that of their closest competitor.

With insight showing that brand preference was not differentiated – there was an opportunity to capitalise on a growing category demand, and steal market share from the competition.

SHIFTING FROM SHORT-TERM, TO LONG-TERM

The task at hand? Disrupt the market and drive consideration of product and new users to site.

We identified a powerful opportunity: become less reliant on short-term digital metrics by proving success of controlled testing, to roll out a national long-term brand building campaign.

A MULTI-CHANNEL MEDIA MIX MADE TO MEASURE

TV + VOD – High frequency linear and VOD campaigns across targeted ITV regions to test and measure impact. Additional regions were layered in as a result of increased web sessions and brochure requests in the regions. A Channel 4 national campaign was then launched with spots across top-performing Home and Property programming across daytime and peak slots.

National Press + Print – High-impact print display across top indexing titles in the National Press and Home Interest magazine space. Carefully selected titles aligned with Hammonds’ top Mosaic profiles to deliver reach and scale to their key audiences to help amplify the TV.