Wibra

A month after going bankrupt in October 2020, Wibra relaunched 36 of its 81 stores in Belgium. They made tactical adjustments to the product range and layout of the stores and switched from paper to digital leaflets. In addition, they launched a webshop in 2022. And it worked: sales increased in both 2021 and 2022. Yet this was mainly due to the price increases Wibra had implemented due to the corona crisis, the energy crisis and inflation.

Meanwhile, "Da's wauw van/C'est wow de Wibra" already received numerous elaborations, taking into account the different colors from Wibra's corporate identity guide. For example, we used it to promote thematic benefit packs, showing the breadth of the assortment. We also launched the 'Wilik/Ouiça' to highlight traditional online promotions in a fresh way. And then there was the campaign 'Wa? Ikkomt da van bij Wibra?", where you had to guess which beautiful deco items were from Wibra in online quizzes.

For each campaign we used a well-considered mix of digital media and radio spots in order to have as much contact as possible with our target audience of 35- to 54-year-olds. After all, they still had the most growth potential in consideration: they were at 12.2%, while younger and older people were already at 19.3% and 18% respectively.

To refresh: our goal was to increase total sales by 13% and consideration to 20%. And whether we succeeded. In 2023 Wibra's sales increased by no less than 20.2%. Both prices and the number of items purchased per customer remained stable in the process. This means that we can attribute the growth entirely to the 16.4% increase in customers.

We also ticked off our second target. Consideration rose by 48%, from 16.4% to 24.1%. This was mainly due to the 35-54 year olds, among whom we saw a 109% increase. But consideration also received a boost among younger and older people. In addition, research shows that 87% more people now associate Wibra with quality. Results from which we ourselves can say: "Da’s wauw van Wibra."

With this campaign we won a silver statuette in the category "Behavioral Campaign - Long" in 2024. A great reward for a clever and particularly effective campaign.

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