The challenge. Hillarys – the UK market leader in blinds, curtains, shutters and awnings – needed a brand positioning that not only allowed them to address certain preconceptions around their products and services but also enabled them to build awareness of their new floorcoverings offer. On top of this, they wanted to broaden their appeal in order to embrace a younger audience, while still maintaining their high-quality reputation.
The work. Considering Hillarys product base now included floorcoverings, their old proposition ‘Make a window, make a room’ was no longer applicable. Instead, we developed a new positioning that expressed both the practical and emotional reasons for choosing Hillarys. ‘You’ll love what we do’ refers to how customers feel about Hillarys unique in-home service, helping them to create a room that looks amazing and makes them feel great. To support this new position, we created a brand book and delivered our message across a variety of channels, including TV, radio, direct mail, door drops, digital and print.
The results. Hillarys enjoyed a significant increase in brand awareness and consideration to purchase and spontaneous brand recall rose to its highest level in two years. In this sense, the re-positioning has been a great success, and we’re continuing to work together on various projects.