Let's Do It Right
A FIVE YEAR TRANSFORMATION PLAN.
In 2015 we were briefed by Wickes to transform the brand from being a trade-focused supplier of building materials to an accessible, family-friendly home improvement retailer.
The DIY landscape was changing dramatically, with more women and style-focused customers engaging in DIY – audiences who actively avoided going to Wickes.
Significant investment in a nationwide store refresh came with ambitious growth targets – 67% from new audience groups. Wickes needed to transform its brand to attract these new audiences, without alienating its core trade customer.
The insight: Home Improvements are serious
A new era of DIY had emerged. The recession and housing bubble had contributed to heighten the importance of the home. And with time and money tighter than ever, it was increasingly important to get home improvements right. While B&Q and Homebase had defined an era of fun, frivolous ‘hobby DIY’, we positioned Wickes as the brand committed to changing people’s lives in an era of ‘serious home improvement’.
A new passionate purpose: Let’s Do It Right
We created ‘Let’s Do It Right’ as a rallying cry to all those who care enough to want to get home improvement right, regardless of their level of expertise; by getting quality materials, help and advice at the right price – Wickes.
Let’s Do It Right has not only been the heartbeat to the brand’s integrated communications over the last two years, but has become a driver of new ideas and initiatives across the Wickes business.
These are our homes
We’re on a mission to shine a light on real life DIY stories, and share the ‘magic of home improvement’ through a series of ‘Wickes Stories’ – a recent installment of ‘Let’s Do It Right’.
Not convinced that home improvement projects are only ever undertaken to add value to a property - we scoured the country to uncover the real motivation behind DIY. ‘Wickes Stories’ is aimed at those wanting a professional finish to their efforts – not just for profit, but to improve their homes for the people they love and live with.
Our journey with Wickes is ongoing. From integrated content led campaigns to CRM programmes and disruptive topical communications, we’re helping Wickes to matter more, to more people.