2023 Bronze Social Media

Agency: Ogilvy UK

Client: Argos

Entry Title: Make Yourself, at Home

Executive Summary

How did interior design influencer Siobhan Murphy, a behavioural scientist, and some mind-reading tech deliver £77 for every £1 spent for Argos?

Strategy

Argos needed an effective and efficient way to deliver its ambition to grow its home and furniture business. The challenge was to shift consumer perceptions of it being a shop for distress buys to an inspirational destination for desirable homeware.

The way we design and decorate our living spaces can convey our personal tastes, values, and aspirations, contributing to our overall happiness. But something was amiss in the nation’s homes: Britain was defaulting to drab.

Creativity

Make Yourself, at Home was a content series to help consumers trust their instincts, unlock their true personalities and help them shine at home. A concept designed to capture attention and interest of the audience with the production efficiency and flexibility to deliver a suite of platform-first executions across YouTube, Instagram, and Facebook.

Bringing this to life in a unique and impactful way, Ogilvy UK and Argos teamed up with interior design influencer Siobhan Murphy, a giant cube, a behavioural scientist and mind-reading tech to track a family’s subliminal reactions—eye movements, heart rate and brain waves—and help find an interior style and products that truly expressed what they loved.

Designed as episodic entertainment content, nine-minute YouTube episodes were shot and edited in modules that could be broken down into multiple, short-form, social formats. The agency extended the concept to create platform-first executions so customers could play along too, including polls and bite-size, interactive social content.

Results

Running in multiple bursts between September 2022 and March 2023, the campaign was a resounding success thanks to impactful content that resonated with the audience looking to make the best of their home:

• +4pt lift in brand favourability.
• +3.1pt lift in perception that ‘Argos gives me idea and inspiration to find what I'm looking for’.

Contributors

EssenceMediacom