Hoola Modern Agency

Case Studies /

DECORLAND

SA'S TRUSTED DÉCOR BRAND
FOR OVER 47 YEARS

The Problem

Decorland is a trusted South African brand with over 47 years of experience, offering a wide range of stylish, quality DIY window décor at affordable prices.

In 2020, we started working together to grow the brand – this was during a time where the likelihood of people staying home and embarking on home improvement projects was on the rise, and more socialising was taking place in the home environment.

We were tasked with developing a campaign to target DIY-ers over the January/February period to generate sales, drive new-brand awareness and make Decorland top of mind when it comes to home DIY and window décor.

A target audience needed to be identified – enter the ‘staycation’ diy-ers!

People take great pride in their homes and will put in the effort to make sure they look good – especially when they have guests.

We wanted to inspire the audience to pursue their creativity and individualism while on their ‘staycations’. So, we devised and communicated a message that you don’t need experts to make your home look beautiful and impress your guests, in fact, Decorland has exactly what you need to ‘Make It Yours!’

So, with that inspiring message in mind it was time to get DIY-ers excited about their window décor.

The Solution

A target audience needed to be identified – enter the ‘staycation’ diy-ers!

People take great pride in their homes and will put in the effort to make sure they look good – especially when they have guests.

We wanted to inspire the audience to pursue their creativity and individualism while on their ‘staycations’. So, we devised and communicated a message that you don’t need experts to make your home look beautiful and impress your guests, in fact, Decorland has exactly what you need to ‘Make It Yours!’

So, with that inspiring message in mind it was time to get DIY-ers excited about their window décor.

We developed and rolled-out a tactical online media campaign to increase brand awareness using a combination of social media platforms, online décor publications (Visi Mag & Student Brands) and partnering with design and lifestyle influencer – Miss Lucky Pony, to inspire and empower the audience to DIY their way to the look they’ve always wanted for their homes.

Results (Over a 10 week period):

Facebook

2 900%

Increase in engagement

1 271

New followers

178%

Increase in post shares

Instagram

230%

Increase in profile views

104%

Increase in engagement

The ad campaign generated R292 000 in revenue, and would go on to deliver even more sales revenue after the campaign period ended through the ads people had already seen. In summary, it’s clear that when it comes to impressing guests with your DIY window décor – Decorland has everything you need to ‘Make It Yours!’