Turning local stores into community content hubs.

Shift from Product to People. Elevate Wickes’ real value — its trade and DIY communities — by making them the heroes of the brand across social. Empower the local heroes who build Britain Program Structure 6 pilot stores across England Local store employees trained as content creators ("Wickes Insiders") Authentic content focus: Behind-the-scenes, local expertise, community connections Platform strategy: Instagram and TikTok, tailored to local audiences Content Strategy Staff spotlights showcasing local expertise Real-time problem solving content based on actual customer interactions Key Takeaway: In an industry dominated by corporate messaging, authentic local voices drive exponentially higher engagement and genuine community connection.