Integrated Marketing - Advertising/Design/Social/Digital/PR

CLIENT: HILLARYS

SECTOR: RETAIL

Transforming Hillarys’ brand perception to reach new audiences

As the market leader in made to measure blinds, curtains and shutters, Hillarys identified that in order to further grow their business, they needed to attract younger and more affluent customers and widen their product portfolio.
Our goal was to help change perceptions of a brand that was considered old fashioned and expensive, and attract younger audiences that were worried about high-pressure sales techniques used by Hillarys’ competitors.

CLIENT: HILLARYS

SECTOR: RETAIL

Transforming Hillarys’ brand perception to reach new audiences

As the market leader in made to measure blinds, curtains and shutters, Hillarys identified that in order to further grow their business, they needed to attract younger and more affluent customers and widen their product portfolio.
Our goal was to help change perceptions of a brand that was considered old fashioned and expensive, and attract younger audiences that were worried about high-pressure sales techniques used by Hillarys’ competitors.

SO WHAT DID WE DO?

We created a new brand DNA that would underpin not only the communication strategy, but the ethos of the entire business – from factory floor to call centre. We conducted an in-depth brand workshop and this, together with customer and non-customer research, enabled us to define a new brand DNA.

We developed a new strapline: You’ll love what we do. This gives the brand a new, more emotive platform that enables them to communicate that customers will love what Hillarys do to their homes but also – importantly – how they do it – their in-home service. And we produced a brand book that defined Hillarys’ new proposition, brand attributes, tone of voice and visual style.

The creative execution of the new brand was then implemented as an integrated campaign across TV, door drops, direct mail, display advertising, magazine inserts, sponsorship, radio and email, as well as their website.

 

SO WHAT DID WE DO?

We created a new brand DNA that would underpin not only the communication strategy, but the ethos of the entire business – from factory floor to call centre. We conducted an in-depth brand workshop and this, together with customer and non-customer research, enabled us to define a new brand DNA.

We developed a new strapline: You’ll love what we do. This gives the brand a new, more emotive platform that enables them to communicate that customers will love what Hillarys do to their homes but also – importantly – how they do it – their in-home service. And we produced a brand book that defined Hillarys’ new proposition, brand attributes, tone of voice and visual style.

The creative execution of the new brand was then implemented as an integrated campaign across TV, door drops, direct mail, display advertising, magazine inserts, sponsorship, radio and email, as well as their website.

THE RESULTS

Following the brand refresh, spontaneous awareness rose to its highest ever point at 37% and their total brand strength score (spontaneous awareness, prompted awareness and likelihood to buy combined) rose to 35.5% – the highest score achieved in the previous two financial years. Significant increases were achieved in perceptions of quality and overall brand perception.

THE RESULTS

We designed product brochures and other literature and also devised a new sub-brand aimed at a younger, design-savvy audience.

Following the brand refresh, spontaneous awareness rose to its highest ever point at 37% and their total brand strength score (spontaneous awareness, prompted awareness and likelihood to buy combined) rose to 35.5% – the highest score achieved in the previous two financial years. Significant increases were achieved in perceptions of quality and overall brand perception.