The ‘Home: We get it’ campaign uses insights gathered from customers via social media to exemplify what real British homes are like.
Dunelm has also endeavoured to show a balanced representation of age, race and gender to reflect its diverse customer base and demonstrate that “Dunelm is for everyone”.
The retailer is working in partnership with agencies MullenLowe that created the advert, Goodstuff that is leading on paid content placement on TV, digital and radio, and Tangerine that is working to heighten brand awareness through social and influencer marketing.
Dunelm plans to release a second iteration of the campaign in spring/summer 2021.
Dunelm director of brand and marketing Jemma Williams said: “We love home truths. Every home may be different but we can all relate to the same moments. For our autumn campaign, instead of inventing stories, we enlisted the help of our customers and communities to tell us what home means to them.
“We wanted to reflect authentic moments that are relatable, engaging and firmly position Dunelm as a brand that gets home. Whilst still being warm, we wanted to show the reality of home, not just bricks, mortar and picture-perfect moments. Comfortable, content, messy and brilliant. Right now, for many of us, home is the best feeling in the world.”
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