Make My Blinds drives rapid growth during lockdown DIY

First time TV advertiser embraced the lockdown home improvement wave to drive blinding brand awareness.

Challenge

Ecommerce brand Make My Blinds needed to find a new audience to power their growth plans. Their traditional digital channels were delivering diminishing returns – a sure sign that it was time to debut on TV.

Insight

With lockdown delivering big ‘at-home’ audiences with time for home improvements (along with lower media costs) this was an opportunity not to be missed.

All we had to do was make a super effective DRTV ad while in lockdown isolation, in a small production window of just five weeks from pitch to broadcast – it’s a good job we have a great track record in rapid response advertising!

Creative Strategy

Unlike competitors, we didn’t rely on price promotions to drive traffic. Instead our creative for this new-to-TV brand had to deliver two core tasks in order to compete; firstly build brand awareness, and secondly deliver sales impact in their four week TV campaign.

Focusing on driving quality site traffic and requests for free samples as our call-to-action, we beautifully rendered 3D room sets, using a data led approach in our creative to feature the products that most readily converted into sample requests and sales.

Creative execution enticed viewers with animated scenes of made-to-measure blinds in action in the home, adding a homely feel to otherwise ordinary rooms.

Results

We blew through all KPIs almost on day one, including the 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.

Not only had we driven massive numbers, but they were high quality and high intent audiences which tracked through in their conversion into customers, delivering double digit revenue increases and a very healthy £AOV (average order value).

• Make My Blinds’ search traffic (organic & paid brand terms) up over 325% and direct URL traffic up 48%
• Free sample requests increased by 41%
• Page views of DRTV featured products shot up by 128%
• Transaction and Revenue up 10-12% daily
• Ad run extended, supported by a direct mail campaign, digital and social content from Happy Hour.