Context
TAPI, the UK’s biggest retailer of carpets, flooring, and vinyl, relies heavily on direct marketing to drive both online and in-store sales. With ambitious growth goals, TAPI needed to get even better results from their direct marketing program. One focus was their Homemovers campaign, which previously brought in around £1 million in sales. The campaign reached movers in three stages: Pre-Move, On-Move, and Post-Move.

My team was asked to see if we could boost results by testing new creative ideas against TAPI’s in-house campaigns.

Audience Problem
Moving is stressful, and while people might want to update their floors, it’s often low on their list. Flooring feels costly, time-consuming, and there are too many options—leaving people feeling overwhelmed at a time when they have limited mental space.

Creative Challenge
Our creative needed to compete against TAPI’s existing campaign, which was working reasonably well. The task was to improve on it by keeping TAPI top of mind, making flooring seem more urgent, and positioning TAPI as the clear choice.

The Idea
We focused on the customer’s mindset at each stage of their move and created messages to match:

• PRE-Move: What are the floors like in your new home?

• ON-Move: What are your new home’s floors really like?

• POST-Move: What floor do you really want to tackle first?

Each message was clear, direct, and built to grab attention during a busy time. We also made sure the layout was clean, easy to read, and persuasive, following proven direct response techniques.

The Results

• 2.9x the revenue per target vs. control

• 140% higher test revenue per target than control

• 42% increase in order rate vs. control

• 15% increase in ROI vs. control

By addressing the customer’s moving mindset, we made TAPI’s offer feel timely and relevant, driving stronger results across the board.