How Dunelm curated a customer and insight-led content marketing campaign

Maybe* loves a bit of social eavesdropping. Not only does listening to a conversation give you a bucket load of insight about your customers, instant feedback and build engagement and deeper relationships; it's also handy for inspiring your content strategy. When you combine insight with the voices of your customers then it can inspire a truly empathy-led approach to your content marketing. Just ask the UK's leading home furnishing retailer, Dunelm.

How Dunelm curated customer insight

The home and interiors brand used social insight and customer feedback about life at home during lockdown and beyond to identify the little gripes we all have. From kids destroying a clean and tidy home, to perfecting your scatter cushion arrangements and wrestling with folding fitted sheets, the universal realities and home truths exposed,  resulted in the Dunelm #homewegetit campaign.

 

View this post on Instagram

 

Insta vs.reality ⏩ We challenged @jade.doutch to create her ultimate mate date night in ? Swipe to see the reality, hands up if you can relate #HomeWeGetIt #FirstDates #FirstDatesxDunelm

A post shared by Dunelm (@dunelmuk) on Oct 8, 2020 at 10:32am PDT

 

View this post on Instagram

 

Ahhh spa-throom time! The place parents go to get 5 minutes of (almost) peace… ?#HomeWeGetIt

A post shared by Dunelm (@dunelmuk) on Oct 11, 2020 at 10:05am PDT

See how Dunelm have brought #homewegeit to life and replicate the technique for yourself

Key takeaway

By engaging with customers and listening to their conversations online, Dunelm ploughed their insight into creating a wonderful content marketing campaign.

A feature video was created and used on their website, social media, for influencer engagement, and then carved up into smaller pieces of social content to be used for the Insta grid,  Twitter feed and more. So much relatable, shareable content all born from simply listening to their customers and empathising with them.