Maisons du Monde recently decided to change its image from a beautiful retail store to a strong international brand, and boost sales and traffic.

We built a communication strategy on this insight: "Home is the ultimate place where one can feel free of its decoration style".

The campaign focuses on the company's deliberately multi-style approach. Very upbeat and optimistic, it praises individual freedom of taste and style in a jubilantly manner, encouraging each of us to shun copycat conformity and assume our preferences without inhibition. The slogan sounds like a watchword : 'Soyez fous, soyez vous' [Be crazy, be yourself].

Our campaign was implemented through TV, cinema, online, dedicated e-shop, web display, social media, crm, in-store, product placement… 5 films were aired in the meantime 7 weeks long on TV/cinema/web.

The campaign had a strong impact on sales, traffic and brand image (see results).

Our communication concept was developed to live through a large range of channels: media TV and cinema, web, website, web display, social media, crm, in-store, product placement…

The campaign was built on 5 films which were all aired in the meantime on TV / cinema / web.

MEDIA PLAN :

TELEVISION : the campaign was aired 7 weeks long in two waves :

- 1rst wave : 17th Oct. 2014 => 9th Nov. 2014

- 2nd wave : 21st Nov. 2014 => 21st Dec. 2014

On the main French Channels : TF1, FrTV, C+, M6, CabSat, TNT and on CatchUp TV channels : TF1 / M6….

CINEMA : 10st Dec. 2014 => 21st Dec. 2014 (139 980 broadcasting / 96 movie theaters)

ONLINE : Rich Media Video Broadcast (5 films) / same TV waves

DEDICATED E-SHOP : 17th Oct. 2014 => 10th Jan. 2015 (http://soyezfous-soyezvous.maisonsdumonde.com/)

Key figures :

In-Store traffic : + 1,8 % (compared to same period 2013)

Sales : + 6,9 % retail revenues (instore + online shopping) (compared to same period 2013)

Sales : + 10,1% revenues on furniture (compared to same period 2013)

Online traffic (brand website) : + 27 % (post-campaign)

Online Sales : + 30 % (compared to december 2013)

(source : Maisons du Monde data)

Image*:

=> Spontaneous Awareness: 91% (post-campaign) vs 84 % (pre-campaign)

=> Recall : 74 %

=> Originality : 76 %

*Source Ipsos - Brand Graph TV Maisons du Monde / Dec. 2014

Results on social media :

Youtube (brandpage : https://www.youtube.com/user/maisonsdumonde) :

+ 1100 % subscribers (post-campaign)

+ 11107 % likes (post-campaign)

over 10 333 % shares (post-campaign)

+ 3 280 % comments (post-campaign)

Twitter

+ 16 % subscribers (post-campaign)

+ 1200% interactions

Media investments oct-nov 2014** : Maisons du Monde 3 millions € vs IKEA 6 millions €

Average GRP/week** : 237 (+ 3,5% compared to market)

**Source Kantar