SCOPE
Leroy Merlin celebrated its 15th anniversary in Cyprus with a campaign designed to feel festive, inclusive, and customer-focused. The goal was to highlight special anniversary offers, competitions, and Club member benefits, while driving in-store traffic and reinforcing Leroy Merlin’s role as the go-to brand for home solutions. Summercliff was tasked with designing an influencer activation that captured the fun, celebratory tone of the campaign.
STRATEGY
We partnered with Despoina Demetriou, a creator whose engaging personality and authentic style made her the perfect fit. The strategy was to highlight the playfulness of pronouncing “Leroy Merlin” in different ways, tying directly into the campaign’s creative idea: “No matter how you say it, for 15 years Leroy Merlin has made everything for the home easy.”
IMPLEMENTATION
Despoina created a lively in-store video showcasing:
The playful hook of pronouncing “Leroy Merlin” in multiple fun variations.
Up to -40% discounts on over 300 products.
Exclusive Club member perks: -15% on installation services (air conditioning & garden).
In-store activations: lucky checkout events every Saturday with surprise gifts.
The big Club competition: every receipt counted as an entry, with 15 prizes for 15 winners.
The tone was festive and celebratory, encouraging followers to visit the stores and join the anniversary excitement.
RESULTS
High Engagement – The humorous “how do you say it?” angle sparked conversation and relatability.
Strong Value Messaging – Discounts, competitions, and Club benefits were clearly communicated.
Community Connection – By tying her content to the in-store experience, Despoina reinforced Leroy Merlin’s role in everyday Cypriot homes.
Traffic Driver – Followers were encouraged to visit stores during the anniversary period, boosting both footfall and sales.
By blending celebration, humor, and value-driven storytelling, Leroy Merlin and Despoina Demetriou turned a milestone anniversary into a community celebration worth visiting in person.
