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  • Date:

    26 May 2023


Key Takeaways

  • Wickes needed to engage a younger, female demographic in DIY, to drive brand consideration, change perceptions and increase conversion rates.
  • Working with long-standing partner Bauer and Grazia magazine in particular, they utilised singer Kimberly Walsh as a brand ambassador to create glossy features and content showcasing Wickes’ products and expertise.
  • Brand consideration grew by 8%, and 74% of Grazia readers said the partnership made them feel more positive about Wickes.

One page summary

Client Quote

“A 10-year partnership is almost unheard of, but the Bauer team’s willingness to innovate means every year is like a first-date. We are proud to continue this partnership, finessing the fundamental building blocks while constantly innovating and pushing the boundaries of what a media partnership can achieve.”

Shelley Allison, Wickes Head of Marketing

The Challenge

In 2021, Bauer Media and Wickes marked a decade of collaboration, which evolved into a deeply integrated, creative, and effective partnership. During the pandemic, Bauer’s assistance in finding the right tone of voice helped Wickes navigate the crisis. With younger, female DIY enthusiasts increasingly engaging in the sector, the partnership aimed to celebrate a newfound passion for home improvement. Working with agencies The Story Lab and Carat, this led to three key objectives for the campaign: drive brand consideration, change perceptions, and increase conversion.

The Plan/Execution

Recognising that Wickes’ target audience had evolved towards younger, female DIY-ers, Bauer Media seized the opportunity to expand the partnership across its various platforms. With Wickes onboard, Grazia became a new avenue to engage fashion-conscious readers interested in enhancing their homes. Singer and TV personality Kimberly Walsh, as Wickes’ brand ambassador, perfectly resonated with Grazia’s demographic, bringing her unique style and DIY enthusiasm to the forefront of content.

Utilising Grazia’s expertise in producing aspirational content, the magazine launched a series of glossy features covering Wickes’ kitchens, bathrooms, and small DIY projects. The editorial series “Story of a Corner” emerged from insights into the pressure individuals felt to create chic video call setups at home. This feature provided practical tips to transform neglected spaces into stylish corners suitable for video calls. Co-created Pinterest boards and online/social content showcased Wickes in a new light, offering inspiration and practical advice while challenging perceptions of the brand.

Grazia’s Interiors Editor Rachel Loos contributed to the Wickes Paint Brochure, a first for a partner, by positioning paints as trends mirroring fashion styles. Elegantly shot rooms featured in the brochure provided visual inspiration, driving footfall into stores. Kimberly Walsh’s appointment as brand ambassador was promoted through an interview in Grazia, where she shared her DIY tips and personal journey, resonating deeply with readers.

See it here:


The partnership achieved its objectives, leading to Wickes’ first multi-year renewal of 18 months with increased investment.

Research conducted by Carat found significant impacts:

  1. Drove Brand Consideration: Consideration among Grazia readers grew by 8 percentage points, with 70% now considering Wickes for DIY projects.
  2. Changed Perceptions: 74% of Grazia readers reported feeling more positive about Wickes due to the partnership.

Additionally, 91% of ABC1 Grazia readers liked the sponsorship, and 90% would recommend Wickes to family/friends. Readers found the articles informative and gave them confidence to undertake DIY projects.