Too often wallpaper is, well, just that. Lancashire-based wallpaper brand Graham & Brown wanted people to notice wallpaper and create a buzz beyond the usual home décor and design media.
It brought in Citypress to launch National Wallpaper Week, which ran from 5-11 October 2015. Citypress teamed up with designers including Julien Macdonald, Kelly Hoppen and Laurence Llewelyn-Bowen to launch seven wallpapers during the week. The first was ‘Kinky Vintage’, a deep purple wallpaper created with TV sexpert Tracey Cox. In addition retailers such as B&Q, Homebase, Debenhams
and House of Fraser were persuaded to promote wallpaper in-store.
The campaign secured 110 pieces of media coverage, including in the Daily Mirror, the Metro, The Sun and Daily Star, as well as a feature on BBC1’s The One Show. It reached nearly 16 million users via social media, resulting in #wallpaperweek trending in the UK. More than 50 UK and international lifestyle bloggers shared their love of wallpaper over just seven days, while 1,300 people played the Facebook quiz ‘What Wallpaper Suits Your Personality?’
Sales of Graham & Brown wallpaper increased by 20 per cent during National Wallpaper Week itself. In addition, sales of purple wallpapers increased by 52 per cent in the following week.
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