Mitre 10 is toasting the success of the online initiatives that form part of its Easy As campaign with long-time partner DraftFCB, designed to make Kiwis more savvy about their DIY projects.
The campaign launched last year with about 27 videos and there are now 50, with more planned in the lead up to Christmas. Together the videos have grabbed 1.2 million views on YouTube.
Mitre 10 uses search data and customer requests made on its Facebook page to decide which videos to add, says general manager of marketing Dave Elliott.
“We’ve just released how to build a shed and how to build a pergola. Those were some of the heavily searched terms online. It’s about using data from various sources to give people what they want.”
It might extend the scope of the videos based on Facebook requests, says Elliott, with one fan asking for advice on how to smoke fish. It’s also considering responding to Facebook fans’ requests to send the host of the Easy As videos, builder Stan Scott, to their homes to do a bit of DIY.
And the retailer is adding inspiration to information with the responsive website Dream Zone, launched a couple of weeks before the latest series of Mitre 10 Dream Home in July.
The retailer is using Trade Me to target different market segments for Easy As and Dream Zone, says Elliott. If Trade Me users search for a house below a certain value, they’ll be served an ad for Easy As, but above a certain value the ad will be for Dream Zone.
Mitre 10 has also combined its Mitre 10 and Mitre 10 Mega websites, introducing responsive design to the combined site. It still has the Mitre 10 Mega domain though.