Say hello to our new mini series, ‘campaigns we love’! First up is Home Hardware, who realised they needed to appeal to the younger market and first home buyers. The DIY superstore evaluated that the older market spends less time and money doing up their home, so they needed the up-and-coming buyers on board too.
And so they created a content marketing effort where they produced helpful, engaging content that spoke to their target audience’s needs. Articles such as ‘How do I freshen up my flooring?’ and ‘How do I paint my kitchen cabinets?’ solved the brand’s problem of how to appeal to a younger audience. Identifying the customers they lacked gave rise to a huge bank of brilliant content, which served to build a bond of trust with future customers. Have you got a favourite campaign?