Wickes has unveiled its ‘first official talent partnership’ with Girls Aloud singer, presenter and actress Kimberley Walsh.
The new two-year collaboration is a female-focused campaign that intends to target younger demographics and challenge perceptions and stereotypes surrounding DIY.
In her first year as a campaign partner, Walsh will feature in unique digital content to inspire all home improvers.
She will not only support the DIY retailer in sharing tips for key categories such as paint, but she will also collaborate on more personal projects that will allow UK audiences to gain an insight into how she decorates her own home.
The blend of informational and inspiring marketing content intends to help and inspire the British public to start and complete home improvement projects.
“Kimberley, who was motivated by her mother taking on home improvement as she grew up, has herself led projects in her own home and believes in the importance of sharing these experiences and skills with her own children,” Wickes said.
“This love of home improvement goes beyond her own living environment, and funnels through to a business venture shared with her husband, as they flip homes together.”
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Wickes will be showcasing this campaign through its own channels and sponsorships with Mail Metro Media and Bauer Media.
Walsh added: “For years I’ve been the one with the brushes and tools in hand and now I have the chance to show others what tips and tricks I’ve picked up along the way; for me preparation is the key!”
“I’m drawn to the brand because they want to look at women in home improvement. I want to help celebrate everyone in this space as well as inspire others to give it a go.”
The first advertisement will focus on paint projects and will be released on the Wickes website and app on the 28 March 2022.
Wickes chief marketing and digital officer Gary Kibble concluded: “There is still so much misplaced association that DIY or home improvement is male oriented.”
“This relationship will allow us to create content and advice which is female-fronted and show that Wickes is a place for everyone.”
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