Bunnings is the region’s leading hardware chain. Its catalogues are instantly recognisable and consistently show the depth and breadth of its offering through product and price point. It has also built up a large reservoir of DIY content, providing step-by-step guidance for highly detailed projects.
Bunnings briefed Medium Rare to come up with the missing link between its tactical and evergreen content: audience-driven content that inspires customers to update, maintain and renovate their homes and gardens according to their needs, skills and budgets.
All about insights: We combined customer purchase data and search insights in the DIY space to create regular content pillars – Dream it; Plan it; Update it; Fix it; Make it.
World-class team: We created the dream publishing team led by Jane Parbury (former editor of Ideal Home, the UK’s best-selling homes magazine) in Australia, and Caroline Botting (who has previously worked on titles such as NZ House & Garden and New Idea) in New Zealand.
Launched a new magazine: We developed a quarterly magazine for New Zealand and a monthly magazine for Australia, both of which keep customers abreast of the latest design trends to inspire home improvement – eliciting the “I can’t believe it’s Bunnings” customer sentiment in every issue.
Multichannel approach: While print is our main remit, our team creates content to integrate with Bunnings’ broader marketing mix, including:
*Bunnings data **Bunnings suppliers’ data
The Associate Editor of Bunnings NZ magazine, Caroline is highly experienced in managing large editorial teams and thrives in a fast-paced publishing environment. She has previously worked on titles such as NZ House & Garden and New Idea and worked in PR developing strategic communications campaigns for clients such as Procter & Gamble.
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