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Dunelm is a staple in shopping destinations across the UK. But it had a huge problem with misattribution, something we could not stand for. Our work with them has established a new brand proposition, Dun Your Way, that taps into their audience in a wholly ownable way. This campaign was the launch of this proposition across all their touchpoints.
CHALLENGE
The challenge for Dunelm, and for us, was how to maintain their post pandemic growth, build a brand platform that ensured Dunelm became a household name that stands out in a sea of homeware sameness, avoid misattribution and unite their community in a rallying cry.
STRATEGY
The pandemic was a turning point for many homeware retailers, and Dunelm were no exception. They saw a year of record sales and visitors to their stores and built a huge online community. All this helped them further define their role for customers, build their sustainability credentials and do more work with causes that matter to them and their loyal fans. But how could Dunelm continue to capitalise on this success post pandemic?
In our research we landed on an insight that felt true to Dunelm customers more than any other – they don’t aspire to the Instagram Home ideal that dominates the sector’s communications. Instead, they purchase and decorate their homes based simply on what they like. This insight led us to Dun Your Way. A powerful brand position empowers customers to embrace individuality through non-judgmental self-expression and help them create a home that brings them joy, done their way and no one else’s.
We launched this new brand platform in a huge cross-channel integrated campaign that includes radio, social, in-store, digital and online.
