Leroy Merlin: Tutorial For Good [image]

Credits & Description:

Agency: Publicis Italy Milan, Italy
Client: Leroy Merlin Italia
Product: Leroy Merlin
Entrant: Publicis Italy Milan, Italy
Title: Tutorial For Good
Product/Service: Leroy Merlin
Idea Creation: Publicis Italy Milan, Italy
Media Placement: Maxus Global Milan, Italy
Production: Think Cattleya Milan, Italy
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Creative Director: Marco Venturelli (Publicis Italy)
Creative Director: Luca Cinquepalmi (Publicis Italy)
Associate Creative Director: Emanuele Viora (Publicis Italy)
Associate Creative Director: Paolo Bartalucci (Publicis Italy)
Copywriter: Giovanna Favoroso (Publicis Italy)
Art Director: Alice Teruzzi (Publicis Italy)
Account Director: Federica Fragapane (Publicis Italy)
Account Executive: Marta Gambotti (Publicis Italy)
Strategic Planner: Guglielmo Pezzino (Publicis Italy)
Agency Producer: Federica Manera (Publicis Italy)
Director: Giovanni Fantoni Modena (Think Cattleya)
DOP: Iacopo Farina (Think Cattleya)
Editor: Marco Proserpio (Think Cattleya)
Communication Director: Stefania Savona (Leroy Merlin Italia)
Project Leader Communication: Cinzia Cali (Leroy Merlin Italia)
Project leader communication: Alessandra Cascione (Leroy Merlin Italia)
The Campaign
The first DIY tutorials shot inside charities and shelters to help renovate them.
Execution
Instead of filming our tutorials in studio, we have created a new format to achieve zero waste. We shot the tutorials inside Charities to renovate them.
We start from Casa della Carità, which is a shelter home in Milan. Instead of wasting the material used during the shooting, this same material and tutorial renovated the shelter homes.
By doing this, we helped a Charity that hosts more than 1200 people monthly.
We put Tutorials on You Tube, each of them ends with a call to action for other Charities. Tutorial for Good has become a format and it is now available to all needy charities. More than 40 have already adhered to the project.
Number of charities who have asked to participate to the project: 178
Websites that have talked about the initiative in Italy in 3 weeks: more than 100
Total impressions through all web channel activated: 19.200.000
Facebook views : over 1.400.000
Clicks to website : 1.950.836
Number of charities who have asked to participate to the project: 178
Number of charities who have asked more info about the project: more than 400
Growth of Leroy Merlin Italia Facebook fans: +9%
Growth of Leroy Merlin Italia Twitter fans : +6%
The Situation
Youtube is full of DIY tutorials usually shot in the studio by DIY companies.
We came up with a way to turn this kind of video into a twice useful tool: to those who watch it online and to those who experience it every day.
The Strategy
The strategic choice was to use tutorials; a media whose content is strictly functional, used to convey very different values.
The surprising context of the media focuses on the message and guides the consumer towards the discovery of a new approach to a manual activity, that helps it become symbolic and ethical. Just like the brand promise, it was able to make the most of the media change to make consumers experience first hand how and how much DIY in turn builds emotional benefits related to life values.