« Lancez-vous » (“Get involved”) is the name of the information channel from the French DIY retailer
Castorama. Broadcast on YouTube since April 2010, the channel explains home improvement projects in detail on video, with so many steps that it’s clear Castorama is targeting absolute beginners…
No more lonely DIY moments! This is the slogan of the new Castorama channel which, with more than 50 short but detailed videos (from 3 to 12 minutes long), keeps its promise while showing off its range of products that aim to make life easier, such as tiles that clip together…
Although the marketing isn’t forgotten about, users overall praise the usefulness of the initiative, particularly women who have often admitted to relying on their partners for this type of thing in the past, but now with the sharp rise in the number of women living on their own, things have changed. Castorama also feature women in their videos to show that the time when women merely took care of curtain and carpet choices has passed.
In France, where 6 out of 10 people admit to only doing DIY on very rare occasions, DIY appears to be getting easier thanks to these clear videos, where an expert carries out the DIY in question and makes comments on it, then a list summarising all the steps is displayed.
A related manual of almost 400 pages and an iPhone application complete this operation, which has already been a big hit (the YouTube videos have received almost 900,000 views since the creation of the channel!).