LEROY MERLIN has launched an innovative campaign focused on sustainability and energy efficiency at home, developed in collaboration with the agency UM and EXTE. This creative strategy is presented through a narrative that follows a fictional family in their home, allowing users to explore this space through interactive web content. The goal is to inspire users to transform their own homes with solutions tailored to each season of the year.
The campaign stands out for its dynamic and appealing design, which makes relevant information accessible in an entertaining way. By combining brief editorial content with a clear visual structure, it achieves better understanding and retention of the message. This approach has led to significant results, including over 1.98 million impressions and an engagement rate of 34.8%. The average reading time exceeded the usual by more than 29 seconds in the editorial environment, thanks to interactive elements that encouraged users to delve deeper into the content, achieving an engagement rate 30% higher than the benchmark.
Lucía Álvarez, Director of Mediabrands Content Studio, emphasized the importance of combining creativity and technology to provide a more engaging user experience. The campaign, strategically lasting four months, was adapted to seasonal needs, including the use of air conditioning in summer and heating in winter. This ongoing narrative has allowed users to connect with the characters, establishing a lasting bond with the brand.
On his part, Borja Valdivielso, Global Content Director of EXTE, highlighted the significance of creating a narrative universe from scratch to maintain the audience’s attention over time. The campaign, which unfolded in different phases between August 2024 and January 2025, demonstrates that by combining creativity, interactivity, and a well-segmented media strategy, it is possible to capture not only the audience’s attention but also to foster a long-lasting relationship around socially relevant topics such as sustainability.
Source: Portico.es in Spanish
