Argos: Name our baby

This case study describes a campaign by Argos, the UK catalogue retailer, which used social media and TV to capitalise on a national conversation surrounding the birth of a royal baby.

Argos: Name our baby

Josh Roth

Campaign details

Brand owner: Home Retail GroupAgency: CHI & Partners; The Social Practice; MindshareBrand: ArgosCountry: The United Kingdom

Executive summary

The campaign aimed to take advantage of a national conversation, the birth of the royal baby, to showcase Argos's nursery range whilst also communicating Argos's point of difference versus its competitors, that if you need something straight away, you can order online and pick it up immediately.

The primary goal for the campaign was ultimately to see an increase in sales for the nursery category and to...

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