Dunelm: Love, the Dunelves x

The Challenge

To deliver an engaging social media campaign that sat under Dunelm’s umbrella marketing theme of ‘Christmas-Proof Your Home’ – the brand’s above-the-line Christmas campaign.

 

The Idea

Engagement tactics included four competitions: pinch and zoom, 360° interactive, brainteaser gif and immersive video – as well as social listening to spread random acts of kindness from the ‘Dunelves’ and time-lapsed videos, with content informed by Instagram Explore trends. We also worked with micro-influencers to inspire consumers to ‘Christmas-proof their home’.

 

The Results

  • The campaign reached more than 3.6 million people, with an engagement rate of 9.04% against a target of 2.5%
  • More importantly, we delivered £12 in sales for every £1 spent on media (this is based on a 28-day click attribution window, using data from the pixel we implemented on site).