Brand Advertising Strategy

Wickes and iris are 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’.

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 the latest instalment in the ‘Let’s do it Right’ campaign, 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.

Social Media Marketing Strategy

‘Wickes Stories’ was bought 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.

In the first film for the series, viewers are taken on a nostalgic journey as a Dad sets out to create a tree house for his son, talking about the strong memory he has of a tree house his own Father had built for him when he was a boy.

As all three generations of the Hampson family set out to construct their dream house, we are shown just how much importance home improvement projects can have on a family, and the expert care and love needed to deliver. And why to avoid these turning into DIY dramas it’s best to use the expert products and advice available from Wickes!

The fully integrated campaign rolled out from March across TV, Social, VOD, radio and press.

Since winning the account in January 2015, iris has been tasked with growing the Wickes audience beyond tradesman and serious DIYers to be the nation's preferred home improvement brand - well-known and loved amongst everyday consumers.

After launching the transformative ‘Let’s do it Right’ campaign with the introduction of the wildly popular ‘British Bodger’, Wickes has seen the following results: