Consumer goods / interior decorating

Challenge: Position the client as a source of inspiration with personal service as their competitive advantage in order to increase visits and retail sales.

Strategy: Launch the children's room décor as the next trend and talk about gender roles in home furnishings.

Implementation: We conducted a national consumer survey on interior trends and gender differences in Swedish homes. These results were then used as basis for press releases with local angles and a collaboration with an equality-expert that commented on gender equality issues related to home decorating for kids.

Results: Great impact in media during ten months with headlines such as “Childrens’ rooms in Skåne reveal gender stereotypes”, “Swedish parents want to spend 4,5 billion on their children’s room the next few years” and “One in four children get their own Christmas tree in their room.”. In total there were one hundred publications in the media with the client as spokesperson for a new decorating trend.