Inspirational styling with the Housing Units Spring Sale

Challenge


To drive quality footfall to the HU store and website.

Shaping Buyer Behaviour


Our behavioural understanding tells us that by inspiring shoppers with styles, trends and inspiration, and making them seem attainable, we have the power to influence their purchasing decisions. We’re tapping into our inherent desires to follow the herd – being part of the in crowd.

For the Spring campaign we applied two key strategies:

  1. Creating Inspirational Trends that our audience aspired to.

Featuring an array of styling and accessories the imagery ensures each trend is one that can be applied to all shopper’s homes. Cameo images and additional video content helped bring the Spring Sale trends to life, providing customers with close-ups of products showing the materials and textures used – tempting them still further. Shorter trend videos were captured for use on social media and HU’s website, whilst a behind the scenes video allows customers to have a sneak peak at what goes into  a photography shoot.

  1. Using influencer marketing

Dawn Ward, Interior Designer and star of Real Housewives of Cheshire, features in the video content too, talking through her favourite products and aspects of her Boutique Luxe trend.  She also provides tips and advice on how to achieve the look. These short, concise videos allow HU, and Dawn, to share the content across their website and various social media channels.

We also snook in the authority behavioural bias by including comments from HU’s Interior Designers, as well as Dawn Ward, throughout the Spring Sale brochure and on in store signage.

To support the Spring Sale we applied the campaign look and feel across HU’s digital content, direct mail pack, in store point-of-sale, press advertising and outdoor signage.

The Spring campaign launched with a 5 day Preview Event and also included 30-second radio ads, airing on Smooth and Key 103, throughout March and April.

Driving Success


Whilst the trading period has been tough – the pesky beast from the east then full on summer  and declining consumer confidence, HU have traded really well and ahead of industry norms

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