John Lewis of Hungerford
Marketing Strategy | Project Management | Influencer Marketing | PR
The Brief: To get people talking about the brand and reach new audiences.
The challenge: To reposition the brand away from the traditional and into the contemporary and push them out of their comfort zones.
The idea: An influencer gifting strategy to gift three kitchens to three very different influencers.
What we did:
Our idea was bold and required a substantial budget. We presented a convincing case to use the brands print advertising budget that was providing absolutely no ROI and put it towards this project.
We knew we wanted an interior designer, a savvy business owner and a content creator - all with strong voices in the industry and beyond, and all with unique personal styles. A mix of timing, existing relationships and fate landed us on the perfect trio - Russell & Jordan - 2LG Studio, Sarah Akwisombe - No Bull Business School, Kimberly Duran - Swoonworthy.
Managed the whole process, including watertight contracts, working with key suppliers and partners to bring the kitchen designs to life and ensure a series of interesting content from all three influencers - video footage, lifestyle shots, media interviews and events.
Spaced out the kitchen reveals to provide a series of media and online talking points over a prolonger period of time.
Managed the PR outreach to get big splash features in key publications.
The results:
Increased website traffic, enquiries, social following/reach/engagement and press enquiries.
Reached new audiences with all 3 kitchens - several messages were received saying “I hadn’t heard of John Lewis of Hungerford until now”.
Made the brand more digitally known - online presence has increased tenfold - more website traffic, more design-led social following and more people writing about and sharing the spaces on their channels than any other space they’ve worked on.
Become known as a more design-led brand. Whilst their bread and butter cabinetry will always lean to the more traditional, the brand’s audience now see a greater breadth of design work in their portfolio.
Increased presence with trade: interior designers, architects, stylists etc. This is a crucial part of the brand’s ongoing strategy and the new connections they now have available to them, is something very exciting.
They gained imagery for all three kitchens - money they would’ve spent on a photoshoot (stylist, photographer, props, travel etc all add up!)
Credible back links (on sites with a high Domain Authority) to their website created globally - an SEO dream!
Doers working on John Lewis of Hungerford:
Jess Sims
Laura West
Alex Thomas
“The Doers helped us effortlessly transition from agency to in-house, helped hire our team and train them up, without any of letting any of
our marketing channels slip.
They’re incredibly well connected and every marketing move they make is impactful, considered and always in-line with our business strategy.”
