Diffusion co-founder and director Ivan Ristic said: ‘Social media has already transformed many retail markets in the UK, in particular fashion, with consumers increasingly sharing their purchases and tips through haul video and also parenting where mums and dads are keen to share their tips.
‘We see huge potential for Dunelm Mill to lead a similar trend in the home interiors market, particularly given the strength of positive sentiment that already exists about the brand in the UK.’
Diffusion will create online communities focused on inspiring consumers to share their home design tips. Through Dunelm Mill’s ‘Love it, Like it’ inspiration book on Facebook, fans will be also be able to browse user-generated design tips.
The agency will also develop and implement Dunelm Mill’s blogger relations strategy, developing relationships for Dunelm Mill with key homeware and interior design influencers.
The campaign will help to support Dunelm Mill’s expansion across the UK with a series of blogger events to be held at store openings, in addition to the business’ 113 stores across the UK.
Dunelm Mill marketing director Carole Brown added: ‘We are seeing our customers using social media not just as a way of sharing their store experience, but also in discussing the changes they’ve made to their homes using our products.’