Discover how John Lewis home partnered with The Telegraph to create an editorial campaign that generated a 95% increase in interest in John Lewis for home interiors.
John Lewis, in partnership with the Telegraph Media Group, created an editorial style multi-media campaign that over a three week period showcased three room designs from three top interior designers using only John Lewis home products. The campaign ran in September 2009.
John Lewis was keen to raise awareness of the breadth and quality of its home range. In addition the retailer wanted to do it in a premium and engaging way in order to reflect the brand's values.
It was crucial that the campaign should ensure that John Lewis should stand out from the competition as the clear choice for home furnishings amongst the Telegraph's readership.
Three top interior designers were set an interior design challenge with products sourced from John Lewis. Each designer was given a recognisable style to own - contemporary, classic and retro/vintage - and the task of creating a living room, a bedroom and a dining room. The three styles were deliberately chosen in order to demonstrate the breadth of interior design possibilities that can be achieved with John Lewis home products.
After selecting products from the extensive JL ranges, each designer built their room sets in a day, filmed by the Telegraph video and photography crew.
Extended features appeared in the Telegraph Magazine. Room by room, over a 3 week period, readers were able to learn the thinking behind the room designs.
A dedicated microsite featured fly-on-the-wall documentary video of each room being built, with each designer talking about their favourite JL products and relaying wisdom as to how consumers should approach interior design themselves.
Importantly a route to purchase was created; clicking on the photography for each room, consumers were taken directly through to a bespoke page on Johnlewis.com
Why national newspapers?
Newspaper consumers are an engaged and alert audience and an entertaining, feature-led, photo-heavy campaign is sure to appeal and sits well within the weekend Magazine environment.
The editorial feel of the campaign alongside the video and online content delivered a enhanced engagement and interest amongst readers.
The loyalty of Telegraph readers (79% claim to read it "almost always") allowed the three week campaign to build with consumers and the demographic profile of Telegraph readers reflected the premium values of the John Lewis brand.
Delivery of the campaign across the paper and online platforms ensured maximum and allowed targeted messages to exist in different environments, but with consistent communications delivery.
• 95% increase in those who said John Lewis is the only, or the first store I would consider for home interiors
• 65% of those who had read the features would be likely to shop at John Lewis for home interiors products in the future, an increase of 41% compared to the pre-wave
• 42% of respondents had recommended, or intended to recommend John Lewis home interiors products to someone else since seeing the campaign
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