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Waking up to
the Menopause
with Dunelm

87% of women experiencing menopause believe women are over-looked by society and brands.

When Dunelm launched an internal campaign to support colleagues through the menopause, we knew that help would also be invaluable to customers, but they needed an authentic route into the conversation and a hook to cut through a busy marketing month.

The Intel
Sleep deprivation was a crucial but often ignored symptom for perimenopausal and menopausal women.

Sleep health became a key focus.
Dunelm was able to cut through the noise and find an ownable space.

Key partnerships and brand ambassadors launched a national media campaign ‘MenopauZzz’

Secured a partnership with menopause charity Henpicked and Lisa Snowdon, an advocate for Menopause awareness, to bring attention to the importance of sleep health in managing Menopause symptoms.

Amplified the campaign regionally with dedicated workshops in store, providing support to Dunelm customers suffering the effects of the perimenopause and menopause.

Regionally, Dunelm’s stores ran dedicated menopause workshops in-store, providing immediate face-to-face support to customers struggling to manage their menopausal and perimenopausal symptoms.

Attention
converted

  • 54
    Pieces of coverage (Including Metro, Daily, Express and Daily Mail)

  • 1.63bn
    Reach

  • 3.5k
    Interactions/Engagements
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