Long-lasting Reviews /

Since 2018, sustainability has been part of the company strategy for French consumer electronics retailer Darty.

The retailer wants to fight overconsumption and tackle tech obsolescence by helping customers increase the lifespan of their products. 

To turn this company commitment into a brand positioning, Darty and agency Publicis Conseil, Paris, launched the Let’s Make it Last campaign in June 2023. The two-week run consisted of a hero film and five films that highlight sustainable services offered by Darty, such as repairs and product trade-in. 

Following the campaign, Darty kicked off an initiative to change online reviews. Customer reviews heavily influence customers’ decisions to purchase, but since 77% of consumers write reviews for a product less than a week after receiving it, they aren’t a good gauge of whether a product will last.

To verify the longer-term value of products, Darty sent out an email to its customer base inviting them to share honest feedback on products they had purchased and used for over 18 months. 

The email explained the Long-lasting Reviews initiative and how to rate products based on two key aspects: product efficacy and appearance. Additionally, customers were given the opportunity to write a detailed review of their experience with the product.

Darty analysed the data from the reviews, using it to grade products according to their durability. The retailer then began showcasing long-lasting grades in-store and online, helping customers make wiser purchase choices. Darty also shared the data with manufacturers, to help them make better products.

Results / According to the agency, the advertising campaign led to increases in metrics such as ‘A trustworthy brand’ (up 23 points), ‘A brand that offers products with good value for money’ (up 19 points), and ‘A brand I feel connected to’ (up 23 points). The campaign also increased people’s desire to learn more about the brand (up 18 points), to recommend the brand (up 26 points) and to purchase products offered by Darty (up 21 points).

Darty pushed the initiative to 3,845,663 consumers, who reviewed 18,225 products, meanwhile five major brands (including Tefal and Electrolux) have committed to improving the durability of their products.

The campaign was awarded a Gold in the Direct category at the 2024 Cannes Lions Festival of Creativity.

Update 30/9/2024: To find out more about the strategy behind the campaign, we spoke Théo Tiret, strategic planning director at Publicis Conseil. You can read our interview here.