THE GOOD ROOM: A BRANDED CONTENT CASE STUDY

 
Client: Moda, created by Dulux
Agency: MediaCom
Project: The Good Room Branded Content Series
Deliverables: A six part branded content series on RTÉ Player, with amplification across multiple RTÉ platforms including TV, Print, Social, Display and VOD.

 

What was the main aim of this campaign/project?

We wanted to relaunch the Moda range to the market with a clear and motivating reason to buy. The aim was to take the Moda brand range from heart to hand and position it as the accessible expert that uniquely offers consumers on opportunity to achieve effortlessly exciting interior style because of its colour palettes and luxury washable matt finish.

When RTÉ were briefed we knew we needed to communicate Moda as a stylish, yet accessible brand for homeowners. We needed to show the audience how easy it can be to create a home they could be excited about. The result was a six part branded content series on RTÉ Player with a full media campaign to raise awareness of the show.

 

What was the chosen solution and why? 

Branded content allowed Moda to own a space which was true to the brand qualities and USPs. While Dulux is top of mind for consumers in terms of paint brands, Moda is less well known as a premium brand. This branded content partnership allowed us to use an alternative to broadcast media, along with press, display and social reaching our audience at all touch points. 

 

What was the result? 

Third party research has shown an overall increase in prompted awareness and brand consideration. Our brand association is moving in the right direction showing that our audience are understanding Moda more so than before.

 

Why did you choose to work with RTÉ?

RTÉ has the resource and scale to bring an idea, like The Good Room, to life. Being able to host a series like The Good Room utilising the multi-platform offering that RTÉ can give, allows us to reach our audience at every touch point creating a seamless campaign. 

 

 

“The development of the ‘The Good Room’ series for Moda is a prime example of the way in which creative media collaborations work best: a brave client, working with their media and creative agencies on a great idea, and a media partner that has the resource and scale to bring it alive.”

– Leah Hughes, Account Manager, MediaCom

The Research

  • Measure the appeal of The Good Room content with the audience
  • Measure the impact of the content for the Moda, created by Dulux brand

 

  

 

Reaction to Content

Reaction to content from Home Enhancement Consumers

  • 73% agree it would inspire them to decorate 
  • 70% agree it would inspire them to try a new colour scheme
  • 70% agree that tis is the kind of programme they like to watch
  • 66% very/quite likely to share/talk to others about this content 

 

 

The Good Room resulted in an increase of 23% for consideration of Moda, created by Dulux     

 

 

“RTÉ Media Sales presented a great opportunity for Moda, created by Dulux to bring high quality interiors content to life on a platform that was suited to our target audience.  ‘The Good Room’ series gave homeowners inspiration and the confidence to style their own look at home by showing how easy it is to transform a room using colour palettes.  The breadth of RTÉ channels used ensured high visibility of the campaign which we maximised also through our own social channels and in-store.”

– Ruth Potter, Senior Brand Manager, Dulux Ireland

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