As the first online wallpaper retailer, wallpaperdirect has been leading the way since its launch 17 years ago. Born 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.
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.
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.
