

Wickes Home Cinema: Utilising Social Influencers To Drive Earned Media Coverage
To drive customers online, and into stores, during a key sales period, we recommended working with a leading interiors and DIY influencer to encourage families to undertake a DIY project to keep the kids entertained during the Summer Holidays.
What we did:
Landing on the concept of a simple, but oh-so-exciting, outdoor cinema concept, we tasked Melanie Cooke a.k.a. @banish_the_beige_ to create an enticing cinematic space for her kids using just products available from Wickes.
Following the content going live on her Instagram page – a video showing before and after imagery as well as the transformation journey - the video was used as a news hook with its easy and affordable angle, aiming to drive customers to the Wickes website.
Results:
Influencer content secured over 47K total views and a huge engagement rate of 6%.
26 pieces of PR coverage secured, including a hero piece in The Sun and a wide-reaching regional syndication with all coverage linking to buy the products directly from the Wickes website.