Ogilvy on how it changed perception of Argos and delivered impressive ROI
Ogilvy set its behavioural scientists the challenge of changing perception of the Argos product range. The campaign delivered an amazing ROI and scooped the Digital Industries Award for Retail. Here is the award-winning case study.
Example of the award-winning digital work
How did interior design influencer, Siobhan Murphy, Ogilvy’s behavioural science team, and some mind-reading tech deliver £77 for every £1 spent for Argos?
Argos has always been on hand for everyday items, but we needed a highly effective and efficient way to help deliver Argos’s ambition to grow their home and furniture business. Our challenge was to shift Britain’s perception of Argos as a shop for distress buys, to replace a broken kettle or a new mattress for mum, to an inspirational destination for desirable homeware.
Much is written about the impact of our home environment on our well-being. The way we design and decorate our living spaces can convey our personal tastes, values, and aspirations, contributing to our overall happiness.
Whilst we're a nation of diversity, eccentricity, and personality. Something was amiss when it came to our homes. With an endless sea of décor advice on social feeds, Britain was defaulting to drab. “Greige” was sweeping the nation, our favourite sofa colour was grey and “Egyptian Cotton” was Instagram’s most loved paint.
To standout, we chose to double down on individuality and position Argos as a brand celebrating the individual tastes of the nation and helping personalities shine in their homes. Knowing we need to go beyond the expected product carousels and ‘greige’ inspiration content, we would create a series of video and interactive social content to help us, and provide Argos with an attention holding platform to showcase their ever-evolving range of home and furniture products.