Bringing wallpaper BACK en vogue

THE CHALLENGE

As the first online wallpaper retailer, wallpaperdirect has been leading the way since its launch 17 years ago. Borne from B2B parent company Brewers Decorator Centres, the business had never undertaken PR before. Our challenge over the past eight years has been to deliver a media profile via integrated campaigns to drive consumer awareness and direct traffic to the online store.


THE INSIGHT

When we started work with wallpaperdirect, paint was the preferred decorating option in consumers’ minds due to ease and price. Wallpaper was seen as passé and our only real marketing tool was an online store which didn’t yet inspire the media to write about the brand given its commercial nature. Interior design trends however predicted the entry of feature walls in decorating of the future to allow consumers to show individualism and personalisation in the home which was the start of the wallpaper revival and our first initial media hook.

THE IDEA

In the outset of our PR journey with wallpaperdirect, Publicasity worked to a dual brand strategy profiling the wallpaper range from wallpaperdirect alongside its sister brand, designerpaint to offer a one stop shop for media and consumers alike given the volume of brands and choice behind both ecommerce sites. Combining both an offline strategy with an online strategy, we set up thematic media pitches from new product to tactical news hooks like fashion weeks, film launches, colour trends, partnered with social amplification, bespoke media and influencer briefings and events. To visually bring the story to life we have set up and co-ordinated editorial photo shoots, created trend-led seasonal lookbooks and trends seminars highlighting the latest developments in wallcoverings interior design, headed up by wallpaperdirect’s retail development manager Melanie Adams. With annual campaign straplines, our latest campaign is entitled ‘Every Room Should Tell A Story’ to encourage consumer confidence in their decorating choices for 2016.

THE OUTCOME

In the last year alone our brand exposure has increased by 144% with over 207 million consumers reached and wallpaperdirect’s web data shows an increase in the breadth of consumer demand and selection.