There were three priorities:
1. Camber's brand awareness. In 2017, it had been barely two years since Camber had replaced the "Les As du Placard/De Kastenkenners" names.
2. Showroom traffic. First step to conversion.
3. Lastly, the "talkability" of the brand was a very important factor in terms of the brand's budget. If a customer is unhappy, they will tell at least six people around them. On the other hand, happy customers will tell at least 11 people they know.
Camber's primary target group is people 35 and older from the higher social classes (1-2) who are interested in lifestyles and interior design. "Homers" are the second target (over 55).
For our part, we redefined the target as follows: People who want to redo their interior with high-quality storage furniture. Our strategic planning tool enabled us to further refine our definition of the target and isolate the most appropriate touchpoints to activate "desire/want" and "talk about".