Leroy Merlin
Your Home's Offer Your Home's Offer
When your home becomes your best salesperson
Leroy Merlin
Instead of Leroy speaking to customers,their homes spoke first.
Our methodologies
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DIGITAL ECOSYSTEM, ADTECH & MARTECH
During Black Friday, Leroy Merlin flipped the traditional approach to promotions.
Instead of the brand speaking to customers, their own homes did. Using first-party data, more than 840,000 homeowners received personalized emails written as if from their addresses — their homes themselves — offering discounts to finish their renovations.
INSIGHT
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Insight
95% of Brazilians say their home is their favorite place — but 60% feel dissatisfied with unfinished renovations.
Homes are more than spaces — they’re reflections of identity.
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Idea
Instead of sending standard Black Friday emails, Leroy Merlin gave voice to people’s homes.
Using first-party data, over 840,000 homeowners received personalized emails signed by their addresses — as if their homes were reaching out.
This data-driven creative strategy turned emotional relevance into results, breaking through Black Friday noise with empathy and humor.
RESULTS
Awards
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AWARDS