SCOPE
Leroy Merlin marked its 15-year anniversary in Cyprus and wanted to celebrate with a campaign that would feel festive, relatable, and customer-driven. The objectives were clear: highlight exclusive offers, competitions, and Club member benefits, while driving foot traffic to stores. Summercliff was tasked with creating an influencer-led activation that would capture both the brand’s history and its celebratory energy.
STRATEGY
We partnered with Elena Olympiou, a well-known lifestyle creator whose authentic and warm approach resonates strongly with Cypriot audiences. The concept encouraged playfulness and inclusivity, centered around the fun of how people pronounce “Leroy Merlin” in different ways. By blending humor, offers, and celebration, the strategy connected the anniversary message with everyday customers.
IMPLEMENTATION
Elena created an in-store video, capturing the spirit of the 15-year celebration with playful moments and interactions.
The content showcased:
The many ways to pronounce “Leroy Merlin” — building relatability and humor.
Up to -40% offers on over 300 products.
-15% installation services for Leroy Merlin Club members.
In-store happenings: surprise gifts every Saturday at checkout.
The Club competition with 15 winners receiving exciting products.
The tone was festive, inviting, and inclusive, encouraging audiences to visit stores and take part in the celebrations.
RESULTS
Increased Foot Traffic – The activation successfully encouraged followers to visit the stores during the anniversary period.
High Engagement – The playful “how do you say it?” hook created conversation and relatability online.
Brand Love – Elena’s authentic content reinforced Leroy Merlin as part of the community for 15 years.
Clear Value Communication – Offers, events, and benefits were communicated in an engaging and memorable way.
By turning an anniversary into a customer-centered celebration, Leroy Merlin and Elena Olympiou made the 15-year milestone not just about the brand—but about the people who made it possible.
