La Redoute
A bold collaboration between established homeware & paint brands adds a splash of colour
- 2,550 Competition entries
- 19k+ Unique page views
- £56k+ Assisted revenue
- 18 Backlinks
Project overview
Two brands, one collaboration! Herd teamed up the perfect duo, La Redoute and Dulux, for the ultimate PR campaign that included a competition prize package worth over £2,000.
For the ultimate room transformation, we asked people to submit why they deserved a room makeover.
The collaboration meant we could tap into a new audience and increase brand awareness for La Redoute’s home interiors category.
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The brief
Our aim was to secure coverage and gain high-authority, relevant links
from national, regional, and niche publications.
To achieve this, Herd hosted a competition with a prize package from paint and coatings brand Dulux and homeware specialist La Redoute.
We harnessed the brand partnership to shout about their expertise on room renovation. This included commentary on how to use colour in the home, and unique data on décor trends and user behaviours.
Key objectives
- Building relevant, authoritative backlinks to influence organic visibility
- Building authority within the homeware sector
- Driving revenue in the homeware sector
- Increasing brand awareness
- Securing brand coverage
How we did it
Dulux helped us provide an authoritative voice within the decorating space and we utilised this to help boost La Redoute’s authority when talking about accessorising the home.
Dulux is a household name in the paint and coatings sector that's available to purchase worldwide. Previous Dulux partnerships have included hit TV show, Changing Rooms, and many people talk about their Colour of the Year.
When reviewing search volumes, we noticed that terms such as 'Dulux Colour of the Year' generated 2,400 monthly searches, and 'Dulux paint' had 90,500 monthly searches. The potential search opportunity was significant.
La Redoute and Dulux teamed up to provide a prize worth over £2,000. Our campaign messaging focused on how we could help two out of five Brits who wished they were bolder with their colour choices at home.
We built a bespoke competition landing page to act as the entry mechanism, and then got to work with creatives for amplification and syndication.
Our design team created on-site and off-site assets to support the rollout of the campaigns across all channels end-to-end.
Content was at the heart of this campaign. Utilising the expertise from both brands, we wrote supporting blog content on the La Redoute website as well as for Dulux.
Based on an extensive syndication list, we amplified the competition from launch with associated press releases, whilst taking advantage of La Redoute’s email newsletters, and social media channels for reach.
What’s great about competitions is that you can create multiple press angles with different hooks. We shared how to enter, our data on decorating habits, updates on entries and, of course, the winners announcement.
Project highlights
Several blog posts were created to support the campaign.
With all these pieces, we utilised the expertise from both brands to ensure content was authoritative and took into account Google’s E-E-A-T guidelines.
Bringing two big brands together to support each other is no mean feat.
Collaborating with a brand such as Dulux brought relevancy, and allowed La Redoute to tap into an audience that we hadn’t managed to reach before.
Our focus for organic social saw us creating post schedules to support the campaign rollout.
We also created a number of creative assets for sharing, ensuring these followed brand tone of voice and guidelines.
We created email content for La Redoute subscribers to support the competition throughout the campaign, including pre and post launch.
This was also backed up by Dulux promoting the campaign to their subscribers too.
Utilising our existing relationships with journalists and publications, we outreached the competition details, decorating statistics, and information about the winner.
This resulted in dozens of pieces of coverage, along with 18 unique backlinks for La Redoute in the homeware category.
With the support of press releases, email newsletters, and social channels, we secured an impressive 2,550 entries, and the competition landing page received over 19k unique page views.
