Dunelm: How real people furnish their own real homes

Sophie Binns, Jane Dorsett, Sam Drake

Dunelm, the UK homeware company, drove sales and brand awareness by creating a TV show aimed at a younger demographic.

Campaign details

Brand: DunelmBrand owner: Dunelm Group PLCLead agency: MullenLowe London, GoodstuffCountry: United KingdomIndustries: Furniture & furnishings retailMedia channels: Content marketing, Online video, Product placement, Social media, Television, Video on demand, Websites & micrositesBudget: 3 - 5 million

Executive summary

Dunelm, the UK’s homewares market leader, stood out against the sectors endless ‘perfect home’ ads, by creating a campaign that didn’t look like other campaigns.

We got creative with our media, partnering with ITV to sponsor and brand-fund a unique TV Dating show, Back to Mine, aimed...

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