B&Q follows Homebase with female-led strategy

By Matthew Chapman, marketingmagazine.co.uk, Thursday, 15 March 2012 09:00AM

Home retailer B&Q is shifting its focus towards women with a spring and summer marketing campaign that moves away from a functionally-driven strategy to an emotionally-led approach.

The news comes two weeks after Marketing revealed Homebase was rolling out a fresh identity this month and introducing a more visual look to appeal to women, after it identified 60% of its customers were women.

B&Q's "I did that" campaign created by McCann Erickson focuses on the pride gained by doing DIY and hopes to inspire the nation with confidence to improve their homes and gardens. It will launch on television on Monday (19 March).

Creative will focus on "everyday people" at key moments in their lives, such as decorating a nursery, with footage that aims to be "amusing and poignant".

The brand is shifting its strategy to appeal to more female customers, who the marketing team believes are primarily the key decision makers in home improvement purchases.

B&Q is also ploughing £12m into improving its products, stores and brand as it takes a more seasonal approach through the release of new own label brands.

Each execution from the campaign will support its new spring season range launching in stores under the brands Blooma, Colours, MacAllister and Verve.

The campaign will preview on Facebook and Twitter and social media users will be asked to vote for their favourite execution.

The ad soundtrack is a cover of Crosby Stills & Nash's 'Our House' track, performed by indie five-piece band The Amber States.

The single is the band’s first commercial release and will be available on iTunes and Spotify from 16 March.

A wider campaign will accompany the TV spots to encourage customers to learn DIY skills at in-store classes. There will also be "how to" guides on YouTube and activity involving brand ambassadors Alan Titchmarsh, Kirstie Allsopp and George Clarke.

Follow Matthew Chapman at @mattchapmanUK

This article was first published on marketingmagazine.co.uk