DRUM was appointed by B&Q owner Kingfisher as its global social media content agency of record in April 2019. DRUM’s strategic objectives are to bring the brand to life focusing on three key communication pillars - Build, Motivate, Convert.
Working closely with B&Q, DRUM’s remit is split into five seasonal campaign periods; Spring, Summer, Autumn, Winter and Christmas, as well as BAU and supplementary social briefs. DRUM interprets all briefs to create thumb stopping campaign and always-on content optimised for channels, through to innovative use of new social formats and using existing assets to make them fit for platform.
In October, to drive awareness of National Security Month, as well as tying in with the tactical opportunity of Halloween, DRUM created a fun piece of animated social content, ‘How to Zombie Proof your Home’. Featuring a spooky zombie, the ad was shoppable with consumers able to easily purchase hero products to secure their homes, as well as visit diy.com to find out the best 20 security tips to inspire people to take up a security project.
DRUM has also created several product led videos to motivate and convert existing and new followers of the brand. Latest films have included high pressure cleaners, shower heads and BBQs, as well as ASMR satisfying home improvement social content.
‘How to Zombie Proof your Home’ generated over £10,000 revenue on home security products and generated a 12% VTR, double the industry standard. The campaign also drove over 7K click throughs to B&Q’s website.