As times change, so must the brand. That’s why Harris reached out to Electric House to create a campaign that conveyed their holistic understanding of a customer’s decorating journey, developing that consumer-connection to see them as a trusted and sought after brand.
As home of the On A Budget network, the biggest DIY community in the UK, we were confident we could propel Harris to the centre of our community by creating a campaign that could convey a narrative of both brand quality and creative inspiration. By helping our audience to discover decorating in an accessible and exciting format, we were able to position Harris as there at the beginning, middle and end of any decorating project.
With a multi-million strong community of mutually supportive household champions, we gave Harris the opportunity to talk directly to customers and potential customers alike. The campaign brought together aspirational and instructional decorating how-to videos, playing on seasonal trends, as a way to feature Harris products in an authentic way. We coupled this with interactive story content and traffic driving off-page support, to comprehensively engage the community across each step of the decorating process.
Harris wanted a campaign that demonstrated consumer advocacy throughout that process, as a way to put their brand at the front of the queue of their customer’s next choice. The range of content we created helped to bring that to reality, delivering engagement of over 18 million and increasing Harris social web-traffic by a whopping 13,000%.