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Kimberley Walsh Swaps Microphones for Tools in New Partnership with Wickes

Published: 24 March 2022 - James Mead

Wickes has announced its first official talent partnership, a two year collaboration with presenter, singer, actress and DIY fan, Kimberley Walsh.

 

With the last couple of years highlighting the volume of women that led and took on home improvements, this brand partnership is female-focused to drive awareness of Wickes’ proposition, change perceptions and target a younger 25+ demographic.

In the first year of the partnership Kimberley will front and deliver bespoke digital content to inspire all home improvers. Kimberley will not only support Wickes in sharing hints and tips for key categories such as paint, but the broadcaster has invited the brand into her home to collaborate on more inspirational projects such as creating an entertainment space in her basement. The mix of inspirational and helpful content aims to influence and assist those looking to complete projects.

Kimberley, who was motivated by her mother taking on home improvement as she grew up, has herself led projects in her own home and believes in the importance of sharing these experiences and skills with her own children. Furthermore, this love of home improvement goes beyond her own living environment, and funnels through to a business venture shared with her husband, as they flip homes together.

To drive awareness and scale of this new partnership, Wickes is communicating the launch through its owned channels and existing sponsorships with Bauer Media and Mail Metro Media. Kimberley’s first piece of content which focuses on paint projects, can be found on the website and Wickes app from the 28 March 2022.

Kimberley Walsh commented: “I’m genuinely excited to be partnering with Wickes. For years I've been the one with the brushes and tools in hand and now I have the chance to show others what tips and tricks I’ve picked up along the way; for me preparation is the key!

I’m drawn to the brand because they want to look at women in home improvement. My Mum taught me to hang wallpaper and we’ve even tiled together over the years.  I want to help celebrate everyone in this space as well as inspire others to give it a go”.

Gary Kibble, Chief Marketing & Digital Officer, said: “I believe this to be a fantastic first partnership for us as a brand. There is still so much misplaced association that DIY or home improvement is male oriented. This relationship will allow us to create content and advice which is female-fronted and show that Wickes is a place for everyone.

Kimberley is authentic in her love for home improvement, which  is important to us as a brand as it supports our values - this means we can create relatable content for the audiences we want to reach out to. I very much look forward to seeing how this new partnership is received by consumers.”

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