Client:
Carpetright

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How do you convince your audience to make a big purchase more frequently, and build trust when you’re faced with huge scale competitors on one side and the word-of-mouth power of local retailers on the other?

Carpetright asked us to tackle these challenges and improve on their strong position as the nation’s biggest flooring retailer. Despite being the only national chain with a full range of flooring (not just carpet) and a full service from store to floor, their message wasn’t resonating with their audience.

Our solution included a raft of sponsorship bumpers in a bespoke deal with UKTV. This was an opportunity to take an always-on approach, and get our message in front of the right eyeballs all year round.

Then we recruited Lucy Alexander of Homes Under the Hammer fame. Not only is she a lovely person, research showed that people thought Lucy was a trusted, likeable and a home décor expert; the ideal ambassador for Carpetright.

A package of sponsorship bumpers appeared on TV and VOD across the nation. Our messaging focused on flooring range (not just carpet) to tackle the big DIY sheds and their massive stock, and used Lucy’s endorsement to build trust, to tackle any word-of-mouth that would point out audience towards smaller retailers.

It worked! Non-carpet flooring types (catchy!) sales were up by 14%. The main heroes were Luxury Vinyl Tiles with 173% increase year on year and Engineered Wood is up 161% year on year.

The sponsorship also increased awareness of Carpetright as a flooring retailer (not just carpet) by 8%, a drastic increase against the sponsorship industry benchmark of only 1% increase.

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