Project Description

Case Study: TJ Hughes

We have a vast amount of experience in the retail sector. And currently, it is one of the toughest sectors to operate in.

So, this case study demonstrates how, if you get your offline and online offer correct, it is possible to ride the waves relatively unscathed.

TJ Hughes was bought out of receivership by the Benross Group in 2011. They initially bought just 6 of the 54 stores. Since then they have grown their estate to 24 stores and they have a thriving e-commerce business.

Oakbase has been with them all of the way…

So, what did we do?

 – Brand Proposition –

We developed a refreshed proposition that really resonated with today’s consumers

In a nutshell, our proposition was only as smart as our positioning…
TJ Hughes decided to own ‘the discount department store for the savvy shopper’.

 – Digital –

In a cost driven market, we delivered an immediate uplift in sales and positioned the business as the discount online retailer.

With an effective use of PPC we delivered the target ROAS on low margin products.

+ Return On Advertising Spend
Increase in organic traffic after 3 months
Year on Year Revenue Growth

 – Social –

The brief: reach a younger, more socially savvy native audience

We achieved that with the introduction of bold graphics, bright, sharp product photography, fun influencer campaigns, engaging giveaways and a young, fun tone of voice – evoking a sense of #goals was the aim of our social game!

Increased Instagram following
Instagram profile clicks increase

A whopping £30,000 of sales generated through social in one month alone!

 – Print –

High pressure, fast turnaround, hard-working creative ads, leaflets & outdoor compaigns that stand out and sell – 52 weeks of the year

 – PR –


Our PR team provides all the support required by a fast-moving, successful retailer…

That first step’s the biggest!

Please get in touch, we’d love to hear from you.