Using Data and Social to Elevate DIY into a Wellbeing Movement

DIY had a perception problem. The category was associated with obligation and stress rather than creativity and satisfaction. Wickes needed to differentiate in a competitive home improvement market and attract a new generation of homeowners who were engaging with their spaces differently.

Our data analysis revealed an unexpected insight buried in social listening: DIY content on social platforms was generating disproportionate engagement around themes of personal achievement, mindfulness, and transformation. The audience wasn't talking about projects — they were talking about how completing them made them feel.

We built the #DIYisGoodForYou movement around this human truth, partnering with creators across wellbeing, interior design, and home improvement communities. The campaign positioned Wickes not as a product retailer but as an enabler of the psychological benefits of making and improving your environment.

The movement generated over 180 million organic impressions across social platforms, with creator content driving three times the engagement rate of brand-produced content. Wickes saw a 24% increase in brand consideration among the 25-40 demographic — a group that had previously under-indexed for the brand.