Award-winning strategy in action: Mr. Bricolage proves you can grow, not just scroll
Through a smart mix of television, social media, and digital activation, Mr. Bricolage turned communication into measurable success—and won Best Viber Campaign in Bulgaria (2024).
What we accomplished so far
+69 TRPs
+9 pp Share of Voice
+42% more active campaign weeks
Building Connections, Driving Results
Through a smart mix of television, social media, and digital activation, Mr. Bricolage turned communication into measurable success.
Since 2017, Mr. Bricolage has trusted us to shape a communication strategy that blends the power of TV advertising with the precision of Meta's social platforms. With a product range covering everything for home improvement, decoration, and maintenance, the brand inspired campaigns that sparked dialogue, creativity, and action.
Our focus was clear:
In-store traffic through impactful seasonal campaigns
Customer engagement via interactive content
Digital activation & ecommerce growth to meet modern consumer needs
This integrated approach transformed brand visibility into measurable results, culminating in an award-winning campaign that redefined how Mr. Bricolage connects with its customers.
Challenge
Mr. Bricolage set out to strengthen customer loyalty and sales across both offline and digital channels. The brand needed to drive in-store traffic, spark engaging conversations on social media, and reach a younger, mobile-first audience through new platforms. The challenge: reinforce brand leadership by turning awareness into action across every touchpoint.
Approach
We developed a cohesive, multi-channel communication system where each channel served a performance-driven role—from building brand equity to driving both store visits and ecommerce purchases.
TV Media
To maximize reach and efficiency, we optimized investment through strategic deal-making and planning:
• Focused buying within one TV group to boost TRPs while maintaining channel diversity
• Prioritized Prime Time and weekday airings closer to purchase intent
• Deployed a shorter, punchier spot mix tailored to evolving media consumption habits
Results:
+69% TRPs (vs. 2017 baseline)
+9 percentage points Share of Voice
+42% more active campaign weeks
Social Media
Our approach shifted from broad awareness to deeper community activation:
• Launched micro-influencer and ambassador campaigns
• Created gamified content and seasonal digital storytelling
• Amplified emotional connection by re-sharing user-generated content
Results:
+23% engagement rate on Facebook & Instagram
4.8 Community Quality Score — the highest among retailers in Bulgaria
Viber Marketing
Winner: Best Viber Campaign in Bulgaria (2024)
Following the trend of chat applications becoming an essential source of information for the modern, action-driven consumer, we gave a voice to Mr. Bricolage on Viber as well — reaching those who prefer to act rather than talk.
We introduced hyper-targeted messaging and interactive formats to strengthen digital activation:
• Personalized promo codes, product carousels, polls & quizzes
• A custom content strategy built around seasonal DIY habits
• Campaign performance reinforced by behavioral triggers and engagement signals
Results:
14,653 subscribers within the first year
98% open rate
Intense connection with the audience and boosted brand engagement
Best Viber Campaign in Bulgaria (2024)
Outcomes
Following the trend of chat applications becoming an essential source of information for the modern, action-driven consumer, we gave a voice to Mr. Bricolage on Viber as well – reaching those who prefer to act rather than talk.
Recognition with award-winning campaign – Best Viber Campaign in Bulgaria (2024)
Stronger customer loyalty through meaningful digital engagement
Significant uplift in in-store traffic and purchase intent
A reinforced position for Mr. Bricolage as the leading home improvement retailer in the market
Let's collaborate
As a full-service partner to ambitious brands, we turn best-in-class brand experiences into opportunities for future growth