HOME IS WHERE THE HEART IS
During my tenure at M&C Saatchi, I led & managed the integrated comms account for Homebase, a leading UK home improvement and garden retailer. Our responsibilities encompassed running the social media, influencer collaborations, press office, and various campaigns.
Throughout our work with Homebase our objective was to strengthen Homebase's brand presence, enhance customer engagement, and drive sales. Before the pandemic, our focus was on promoting Homebase's extensive product range, seasonal offers, and in-store events through creative storytelling and targeted campaigns.
During the pandemic, we pivoted our strategy to address the surge in DIY and home improvement projects, emphasising online shopping, delivery services, and virtual consultations. Our communications highlighted safety measures, DIY tips, and home project inspirations to support customers during lockdowns, plus managing crisis communications throughout the period as Homebase was one of the retailers that could stay open.
Post-pandemic, the emphasis shifted to rebuilding in-store traffic, maintaining the momentum of online sales, and continuing to engage customers through innovative campaigns and partnerships. This comprehensive approach ensured Homebase remained a trusted and go-to brand for home improvement needs throughout the changing landscape.
Social Media Management: Developed and executed content strategies across Homebase's social media platforms, focusing on engagement, product promotions, and DIY inspiration.
Influencer Collaborations: Partnered with influencers to create authentic and engaging content showcasing Homebase products and DIY projects, increasing brand reach and credibility.
Press Releases: Issued regular press releases to announce new product lines, seasonal promotions, and company updates, ensuring consistent media coverage.
Media Relations: Maintained strong relationships with key media outlets to secure features, product placements, and interviews, enhancing Homebase's visibility.
Crisis Communications: Managed communication strategies during the pandemic, addressing customer concerns, highlighting safety measures, and promoting online shopping options.
Campaign Management: Ran integrated campaigns for major seasons and product launches, combining social media, influencer marketing, and traditional PR efforts for maximum impact.
Analytics and Reporting: Regularly monitored and analysed campaign performance, social media engagement, and media coverage to adjust strategies and demonstrate ROI.