Sharps has made its biggest marketing investment yet with a £2m omnichannel campaign designed by The Market Creative to drive appointments and sales. The approach sees the ‘created with you’ brand proposition, which launched last year, rolled-out across all channels and with a greater focus on home interest trends.
The Market Creative has developed two new 30-second TV ads. Launching on Christmas Eve in prime spots on ITV, Channel 4, C5 and satellite, they are an evolution of the current campaign, illustrating the transformation of two bedrooms. ‘Industrial vintage’ and ‘relaxed country’ trend-inspired sets dramatise Sharps’ two new fitted wardrobe ranges, Henley Stone and Manhattan Walnut.
Content marketing forms part of the campaign strategy. The Market Creative has created three branded content videos to help shoppers recreate some of the hottest trends in their own bedrooms with some behind-the-scenes footage from the TV ad. They will be shared across Sharps’ social channels and feature on a new Inspiration Hub.
The focus on home trends also runs across print, digital and social media advertising as well as in-store including spots in national and regional newspapers and consumer media.
Sue Benson, MD at The Market Creative, says: “‘Created with you’ has been hugely successful in communicating Sharps’ brand values and its partnership with customers to create their dream bedroom. The emphasis for January and 2016 is on strengthening this proposition. Aligning the campaign with contemporary home trends has injected a higher level of personality and interaction to the campaign.”
Tim Moore, marketing director at Sharps, adds: “Last year’s January sale campaign delivered double-digit sales growth with the same media spend and our biggest daily design appointment figures ever achieved, so this year the approach had to be about evolution not revolution. The Market Creative is helping us to bring the brand proposition to life and run it across more areas.”