Key Takeaways

• Brintons needed to raise brand awareness and distinguish themselves from lower-quality competitors.
• “Brintons World of Colour” was created, showcasing their range through a colour wheel narrative across Future Media’s platforms.
• Unprompted awareness increased by 26%, being associated with premium quality saw a 117% uplift and 35% claimed to have bought a Brintons product.

One page summary

Client Quote

“The partnership with Future Media delivered over and above what standard display advertising for Brintons would have. Working with the editorial and advertising teams helped bring the Brintons brand narrative to life with the World of Colour story anchored on the key campaign objectives and enabled Brintons to achieve the key campaign KPIs. Tailoring content to each title with a single overarching theme also helped focus Brintons’ range and appeal to the audience in the most inspirational way.”

Reece Lloyd, Senior Account Executive, MediaCom

The Challenge

Brintons Carpets, renowned for their quality and heritage, sought to distinguish themselves from competitors focusing on low-quality, mass-produced offerings. Their 2018/2019 “Bring Your Home to Life” campaign aimed to showcase their diverse product range, emphasising multiple colours, patterns, and exclusive designer collections. As Brintons primarily sells through independent retailers without their own stores or transactional website, bolstering brand awareness was crucial to drive consumer engagement and encourage purchases.

Future Media were challenged to get ABC1 interiors enthusiasts more ‘hands on’ with Brintons through engaging print and digital content to:

• Increase consumer brand saliency and engagement
• Encourage potential consumers to specifically ask for Brintons by name
• Create content that Brintons could share with their retail stockists – and help upsell their often more expensive products
• Encourage those who visit the Brintons website to request home samples

The Plan/Execution

To address the challenge, MediaCom collaborated with Future Media’s home portfolio editorial teams, covering Ideal Home, Livingetc, Homes & Gardens and Woman & Home. The concept of “Brintons World of Colour” was created, serving as a unifying theme across Future Media’s brands. This concept showcased Brintons’ extensive range through a stylish and easily digestible colour wheel narrative, appealing to interiors enthusiasts across Future Media’s platforms. Leveraging Future Media’s authority in home and interiors content, the campaign aimed to inspire consumers with luxurious flooring options for their homes.

Print:

• 4-page bound-in projects were created on premium stock paper, featuring the colour wheel narrative to showcase Brintons’ range.
• These premium inserts not only enhanced the magazine experience but also served as valuable tools for retailers to upsell Brintons’ products.

Digital:

• Bespoke digital content mirrored the print activity, incorporating product mentions and home styling advice.
• A highly interactive colour wheel narrative was developed, allowing users to explore Brintons’ products in specific colours, driving inspiration.
• Social media integration across Facebook and Instagram amplified editorial endorsements of Brintons’ range.

The Results

Brintons Carpets witnessed significant success in achieving their objectives and overcoming their business challenges through the campaign:

• Brand Saliency – unprompted awareness of Brintons Carpets increased by 26%, enhancing brand recognition and product visibility.
• Brand Perception – users associating Brintons Carpets with premium quality saw a remarkable 117% uplift, while 125% more associated the brand with style, aligning with the client’s focus.
• Consideration – 85% of those exposed to the campaign said they would consider Brintons when purchasing a carpet.
• Action – 92% reported taking action or intending to do so as a result of the campaign, with 74% actively seeking Brintons online and requesting samples.
• Purchase – 35% claimed to have bought a Brintons Carpets product as a result of the campaign.

*All figures are from Future Media Campaign Effectiveness Research from a sample of 313 respondents (213 unexposed and 100 exposed)