São Paulo, May 2026 – MRM Brazil, an agency that builds meaningful relationships to drive business growth, partnered with Leroy Merlin to develop the campaign “Desconto do Barulho” (“Noise Discount”), a CRM initiative created for the Feirão pra Toda Obra promotional period. The campaign transformed one of the most common side effects of starting a home renovation — noise — into an opportunity to strengthen customer relationships and generate new business for the brand.
By the end of the campaign, results included an 11.9x increase in new members joining Leroy Merlin’s loyalty program compared to the 2026 average conversion rate. The initiative also delivered an impressive 8,992% ROI and increased participants’ average spend by 408%.
The campaign invited customers who made purchases during Feirão pra Toda Obra to share discount coupons with their neighbors as a lighthearted way to apologize for the noise caused by their renovation. The initiative ran nationwide and was integrated into Leroy Merlin’s loyalty strategy by activating a member-get-member dynamic, encouraging consumers to introduce the brand to new shoppers.
“‘Desconto do Barulho’ starts from a very common situation for anyone beginning a renovation: the impact of noise on the neighborhood. From that insight, we created a mechanic that turns that moment into an opportunity for sharing between consumers, while also serving as a gesture of kindness toward neighbors for the inconvenience caused by the renovation. By using CRM data and channels, we were able to stimulate recommendations and expand Leroy Merlin’s relationship with new customers,” says Dogura Kozonoe, CCO at MRM Brazil.
During the campaign period, customers who made purchases received an email explaining the initiative. After confirming participation, they began receiving a ready-to-share WhatsApp message containing a 10% discount coupon, valid both on the e-commerce platform and in physical stores nationwide. The offer required no minimum purchase value and applied to all product categories.
By connecting an everyday consumer behavior to the purchase moment, the campaign encouraged organic recommendations between neighbors and expanded the brand’s reach beyond the original customer base participating in Feirão pra Toda Obra.
“Putting the customer at the center means understanding their moment and becoming part of their journey in an organic way. Actions like ‘Desconto do Barulho’ help evolve creativity in member-get-member strategies, driving engagement and sales — but most importantly, strengthening brand recall and customer loyalty to Leroy Merlin,” says Nicolas Kim, Growth Marketing & Loyalty Director at Leroy Merlin.
“CRM campaigns are playing an increasingly strategic role in retail, especially during seasonal periods, when brands need to accelerate results. When we combine data, creativity, and consumer relationships, we can turn projects, initiatives, and campaigns into real growth platforms,” says Fábio Souza, CEO of MRM Brazil.
