Fanbytes | Case Study - Changing Room

Changing Rooms x Dulux

How we mastered two-way messaging to reach older audiences on TikTok

The client

Fanbytes worked with media agency MediaCom to celebrate the TV program, Changing Rooms’ long-awaited return to Channel 4. Mediacom partnered with paint brand Dulux to promote the interior design program alongside the Dulux Simply Refresh product range. 

Changing Rooms is a much-loved home improvement TV show in which neighbours, relatives or friends renovate each other’s houses alongside interior designers. Dulux Simply Refresh is a new premium paint formula that only requires one layer of paint. 

The challenge

To celebrate the TV show’s reboot after a 17-year absence, Fanbytes worked with MediaCom to drive awareness on TikTok, using Changing Rooms as the canvas to promote the Dulux Simply Refresh range. 

The challenge was to engage an audience aged 25+; specifically, TikTok users who were homeowners. This group would be most likely to buy Dulux’ products and remember the original show. It was an unusual audience for TikTok, which largely caters to a younger market.

The solution

Fanbytes worked with a TikTok branded effect that illustrated Dulux’ new range on users’ walls. We selected influencers with whom this challenge fitted naturally, for content that would draw high engagement. In particular, we sought creators whose audiences would remember the original Changing Rooms show.

We selected creators from niches including comedy, lifestyle, family, and home to use the filter and encourage followers to try it out for themselves. We also instructed influencers to ask followers to comment with their favourite colour; an interactivity that boosted engagement rates and reach.

 

The RESULTS

This campaign exceeded targets by over 827%. TikTok’s majority user base is aged 9 – 24; but this project drove impressive results on the platform amongst the target older users. In particular, Fanbytes’ performers such as Dani Speaks drove industry-leading engagement rates of 20.64% amongst a UK audience aged 25+.

 

CATEGORY

Lifestyle

DATE

September 2021

PLATFORMS

TikTok

SERVICES

Influencer Campaign

TERRITORY

UK

12.4m+

views

400k+

likes

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