E-tailer, Make My Blinds wanted help finding a new audience to power their growth plans, so they came to Happy Hour. Their traditional digital channels were delivering diminishing returns which was a sure sign that it was time to debut on TV—however that meant mixing it up, and taking on bigger competitor brands already established on TV.
Challenging larger competitors on TV when your brand is not well known could have put some brands off investing, but Make My Blinds realised that with lockdown delivering big ‘at-home’ audiences who had time for home improvements, along with lower media costs, this was an opportunity not to be missed.
All we at Happy Hour had to do was make a super effective DRTV advert while in lockdown isolation, in a small production window of just 5 weeks from pitch to broadcast – it’s a good job we’re known for rapid Response advertising!
While competitors aired Brand Response TV commercials, we knew we had to get creative and for this new-to-TV brand our Direct Response TV creative had to deliver two core tasks in order to compete. Firstly, build brand awareness and secondly, deliver sales.
Focusing on driving quality website traffic and requests for free samples as our call-to-action, we beautifully rendered 3D room sets. We used a data-led approach in our creative to feature the products that most readily converted into sample requests and sales, enticing viewers by animating scenes of made-to-measure blinds in action in the home, with the blinds adding a real homely feel to otherwise ordinary rooms.
Building brand awareness
Unlike competitor brands, we didn’t rely on price promotions to drive traffic. After all, we weren’t positioning a discounter—we were building a brand. Instead our creative had to land true memorability and their USPs, in just 30 seconds.
We all needed to sit down in a darkened room when we blew through all KPIs almost on day one, including the all-important brand awareness metrics which performed off the chart, with both organic search and paid brand terms achieving three figure uplifts as did our free sample call-to-action. Free sample requests increased by over 40% and page views of the products featured in the ad shot up by over 100%.
Not only had we driven massive numbers, but they were high quality leads who had high intentions of buying. This tracked through, with many converting into customers delivering double digit revenue increases.
The ad run was so successful the Make My Blinds extended the run further, supported by a direct mail campaign, digital and social media content also provided by Happy Hour. We’re thrilled that we were able to rise to the challenges and deliver such a successful campaign for Make My Blinds.
If your traditional marketing channels aren’t delivering anymore and you think maybe it’s time to think about TV, get in touch to see how we can help.