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How Argos got the most of an interior designer and behavioral scientist on social


By The Drum, Editorial

November 28, 2023 | 3 min read

Argos and Ogilvy have won the Retail category at The Drum Awards for Social Media. Here is the award-winning case study.

Here's is the award-winning activation.

Argos aimed to transform its image from a shop for distress buys to an inspirational destination for desirable homeware, with a focus on its home and furniture business. To achieve this, the campaign "Make Yourself, at Home" was launched, utilizing the expertise of interior design influencer Siobhan Murphy, Ogilvy's behavioural science team, and mind-reading technology. The goal was to celebrate individual tastes and position Argos as a brand that helps personalities shine in people's homes.


1. Shifting Perceptions:

Recognized the impact of home environments on well-being and sought to change the perception of Argos from a provider of basic items to a destination for desirable homeware.

Focused on celebrating individuality and encouraging people to trust their instincts in home decor.

2. Multi-Platform Content Series:

Introduced "Make Yourself, at Home," a multi-platform content series featuring Siobhan Murphy, the interior design influencer.

Developed episodic YouTube episodes shot in modules for flexibility, which could be repurposed into short-form content for other platforms, including Instagram and Facebook.

3. Mind-Reading Tech and Behavioural Science:

Teamed up with Siobhan Murphy, Ogilvy's behavioural science team, and mind-reading technology to track family's subliminal reactions.

Monitored eye movements, heart rate, and brain waves to understand the products that excited individuals the most and let their subconscious style their homes.

4. Engaging Content:

Created interactive social content, including polls and bite-size formats, allowing customers to play along.

Positioned the campaign as entertainment content with episodic YouTube episodes and interactive social formats.


Perception Shift:

+4pt lift in brand favourability.

+3.1pt lift in the perception that "Argos gives me ideas and inspiration to find what I’m looking for."

+7pt lift in the perception that "Argos sells high-quality home and furniture products."

Return on Investment (ROI):

Multi-touchpoint marketing mix modeling (MMM) data showed that "Make Yourself, at Home" generated an impressive £77 of revenue for every £1 spent.


The campaign successfully achieved its objectives of changing perceptions, driving brand favourability, and positioning Argos as a source of inspiration for home and furniture products. The use of an influencer, behavioural science, and mind-reading technology contributed to the uniqueness and effectiveness of the campaign, leading to a remarkable ROI and resonating well with the audience seeking to enhance their home spaces.

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