Wickes hunts agency for data-driven marketing brief

wickes2Wickes, the DIY and trade home improvement retailer which this week became the first brand in its sector to launch an influencer campaign on TikTok, is hunting for a new agency to handle its data-driven marketing account.

The move comes just a week after the Travis Perkins-owned company’s sister brand Toolstation appointed Havas Helia as its first dedicated customer engagement agency without a pitch.

Wickes scrapped its MyCard loyalty scheme back in 2012 to plough the budget into lowering prices but is now one of the partners of the Nectar loyalty programme. Shoppers can collect points at Wickes but not redeem them there.

The retailer has worked with a number of agencies in the past, including the now defunct Partners Andrews Aldridge and Fuel Data. It is not known whether there is currently an incumbent on the account.

The agency search also comes at a time of major growth for the home improvement sector. The British Home Enhancement Trade Association said an estimated £4.94bn could be spent on improving homes and gardens before Christmas, nearly £550m more than last year, with more than a third of consumers planning jobs.

Recent research from Wickes has revealed that over half (53%) of those working from home throughout the pandemic admit to deliberately sprucing up areas of their homes so they look better on a video call.

This week Wickes has also launched the #MyWickesMyWay social media campaign, featuring seven content creators each producing a video on TikTok, designed to drive awareness of the retailer’s range of products and reach a new audience.

Working with influencer marketing agency Takumi, the TikTok creators were tasked with adapting existing trends, including DIY tips and transformation hacks, to increase product usage. The sponsored posts encourage viewers to engage with the brand and its campaign hashtag; driving user-generated content by participating in hands-on home improvement challenges.

The campaign has already delivered over 612,600 views and 120,000 likes as well as a claimed reach of 442,000 and engagement rate of 17.9%.

Wickes head of marketing Shelley Allison said: “TikTok is the ideal space for creating fun home improvement content at a time when consumers of all backgrounds are either discovering or re-engaging with this area.

“We want to help the nation feel houseproud, and as we’re all spending more time inside our four walls, we want to encourage new audiences to engage with our brand and home trends. The #MyWickesMyWay campaign helps to deliver important awareness for Wickes as the go-to destination for all things DIY, inspiring consumers to go out and get creative with new tips and tricks.”

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