Introduced a European brand to the UK, and made it a household name

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Brief:

  • Match the success the brand has in Europe for the UK

  • Market research to define the marketing strategy for the brand to reach a UK audience

  • Project managing the everyday running of the brand in the UK, including website maintenance, customer service and brand assets design

OYOY Living Design

  • Hit record sales in January, a notoriously low month for the industry

  • Increase in returning customers by 44%

  • Record sales, including highest online sales in one day and record sales during Christmas

The Challenge

OYOY Living Design is a Danish interior brand with a solid base in the Scandinavian design tradition. They pride themselves in timeless design that can be passed down through generations to make long-lasting memories. Their offering includes beautifully crafted interior accessories and furniture, and their sub-brand, OYOY MINI, aims to recall childhood memories for the parents, as they put a modern design twist on classic, childhood favourite toys and furniture.

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They had an established market in Europe, but were struggling to reach a UK audience with the design style becoming saturated and from not having a clear identity in the UK market for their lifestyle and children's collections.

The Solution

Success was achieved by showing OYOY Living Design that their UK target audience was not a copy of their already established European audience, who loved the full range and didn't need to be led by offers. Instead, through A/B testing and audience listening, I was able to display to OYOY Living Design the different needs, preferences and attributes of their UK audience. The research led to us defining a successful media spend strategy, redesigning the website, and reconsidering how the brand presents itself in each market.

Since working with OYOY Living Design's UK market, they have achieved record sales and been seen in Stylist, The Guardian, and shopped by famous influencers including Zoey Sugg (Zoella) and No 1 UK Interiors Blog, Kate Watson-Smyth (@mad__about_the_house).​