The National Home Improvement campaign, BHETA’s first foray into a consumer-facing marketing and promotional initiative on behalf of the home and garden industry reached 11 million consumers through broadcast, social media, online and print channels.
The campaign was backed by leading supplier brands as well as wholesalers, retail associations and many independent retailers. “As a result of these impressive figures as well as feedback from sponsors and media contacts, plans are already in hand for the 2019 campaign,” said BHETA’s home improvement sector director, Paul Grinsell.
Coverage of the promotional campaign extended across national broadcast including BBC and Sky as well as other national and regional stations, extensive social media and print including national consumer magazines, newspapers and online. Using the registered tag line ‘Love the home you live in’, the National Home Improvement initiative featured all aspects of home and garden improvement from trends to techniques and from achievement to enjoyment. It utilised a full suite of social media – Instagram / Twitter / Pinterest / Facebook – as well as traditional media communications.
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Paul Grinsell continued, “The campaign was all about galvanising and renewing consumers’ interest in improving their homes and gardens, whether by extension, renovation, decorating and makeover to ‘old school’ DIY and gardening as a hobby, to lifestyle home and garden trends. We have some fantastic results, especially considering this is year one, and we have some great learnings to take forward into year two.
“The whole idea of both this and the 2019 campaign is to reinvigorate the UK home improvement and DIY market with maximum participation from all the links in the chain. It’s vital we all continue to inspire consumers with a platform that shows that home and garden improvement is fun and fulfilling, given the right tools, products, knowledge and advice.”
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The National Home Improvement campaign is a BHETA initiative in a joint venture with The Relations Group which is a specialist broadcast PR company.
For more information about getting involved with BHETA and the National Home Improvement campaign, contact Paul Grinsell at BHETA on 0121 237 1130 or email pg@bheta.co.uk.
Source: BHETA May 2018
May 2018