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Shaking up marketing effectiveness for Wren
As the UK’s number one kitchen retailer, Wren are big on ambition and always striving for growth. When they first reached out to us in 2019, they felt their media strategy had become stale and wasn’t delivering the outcomes they wanted.
Inspired by the results we’d generated for other brands, they asked us to come up with something a bit different. A strategy that focussed on driving sales and footfall, hitting all their key objectives. So, that’s just what we did.
The journey
Taking Wren’s existing off-the-shelf retail strategy, we showed them how dynamic it could be. The way their audience was consuming media was changing — and our intelligent approach to media planning and buying actively took advantage of that.
Starting by re-adjusting spend across the marketing mix, we put emphasis on the channels we knew would help build up Wren’s brand awareness most effectively.
For TV advertising, we got granular, optimising by multiple key levers such as laydown, daypart, audience, channel and programming. Then, we rolled out the same approach for radio and press, making sure all advertising was as targeted as possible.
The outcome was a highly efficient campaign strategy, optimised for reach and frequency.
The results
Wren is the fastest growing bricks and mortar retailer in the UK, with over 100 showrooms. They’ve outpaced competitors who have been around far longer.
Since we started working with Wren, their ad awareness has more than doubled. In 2020, the brand turned over £703 million – a 15% growth year on year, capitalising on their 12% growth in market share from the previous year.
Now, we work with Wren closely day to day. In fact, we’re like an extension of their marketing team. It means we can easily make sure our media plans are aligned with their promotions, KPIs and targets and we help them to achieve longer term strategic goals.
We’re also supporting the brand with their media strategy as they venture into the US market, where they have the biggest showroom in the country. We’re excited to see how our smart approach to media drives Wren to success across the pond.