Magnet Kitchens is a leading kitchen retailer in the United Kingdom, with over 200 showrooms nationwide. In April 2022, Magnet was struggling with performance on social advertising after the home improvements boom brought on by the COVID-19 pandemic.
After conducting a thorough review of potential agencies, Magnet Kitchens chose to partner with an agile specialist agency that could leverage creative content to drive high-quality leads to their showrooms. Spin’s fresh perspective and innovative approach to advertising, combined with their dedicated creative team, allowed for creating traditional design-led assets and organic-style content that effectively captured the brand’s voice and aesthetic.
Maintain brand look and feel while still focusing on conversions.
As a heritage brand with a luxury positioning, Magnet Kitchens understands the importance of maintaining a consistent brand identity and message. This is especially important given the company’s older demographic, who may have a stronger attachment to the brand and are more likely to be influenced by its advertising.
To maintain this on social, the company knew it needed to use a mix of organic, real-life content and more polished graphics and animations to convey the premium feel of its products and showrooms. This approach allowed the company to connect with its audience on an emotional level while also communicating the high-end nature of its products and services.
In addition to this, the primary KPI was still to lower the cost per lead and increase design appointments in their showrooms.
Quadruple the volume of creative used and simplify the account structure.
To achieve the goals, the agency implemented a comprehensive paid social media campaign with a monthly spend of over £100,000. The campaign utilized engaging, brand-centric creative content to drive traffic to the company’s showrooms. We achieved an average CPC of £1.76 – a full 32% reduction from the previous year.
The campaign results were impressive, with a significant increase in high-quality leads and a significant boost in appointment bookings. The company’s showrooms saw an influx of new customers, many of whom went on to buy their kitchen with Magnet.
Overall, the partnership with Spin has proved to be a great success for Magnet Kitchens. Using engaging, brand-centric creative content helped the company improve its advertising performance and reach more customers, ultimately helping to drive growth and maintain momentum in the highly competitive home improvement market.
