ABOUT

The problem

Wren Kitchens had huge growth ambitions in a crowded market. Working together, our challenge was to grow their brand awareness. But, with a digital framework and communications strategy that felt disconnected from their brand values, Wren approached Tribal to help rethink their total experience.

The solution
First, we carefully considering the complex customer journey of buying a kitchen. Then we developed a set of user experience and design principles that helped nudge customers towards the point of purchase. Using these as our guiding tools, we designed a fully responsive desktop and mobile website that was shaped by Wren’s values, professionalism and craft.

Having transformed the fixed destination, we used a ‘fame and fortune’ communications strategy to drive brand awareness and encourage people through the purchase process. For fame, we made a comedic, emotional film about the love Wren employees feel toward their kitchens, and the heartbreak they experience when the time comes to say goodbye. And for fortune, we used radio, digital and instore channels to push the story out and fill the appointment books and sales ledgers alike.

The results
The result was a fully integrated campaign that helped drive people to the newly redesigned online experience, where they could take the next step towards buying a kitchen. Within four weeks of the campaign launch there was a 66% increase in organic brand search. And things only got bigger; the integrated campaign coupled with the redesigned website caused appointments to rise by 34% and saw a significant uplift in sales conversions.