Wayfair has opted for pairing products with relatable lines as it looks to boost brand awareness and ‘feel magnetic again.’
The outdoor campaign, which runs for two months, features rugs to lighting to tables and accompanies with phrases such as ‘Because changing the floor is way harder’, ‘Let there be lights’ and ‘A desk you’d be happy to be glued to’.
It has been built as a series of distinct but connected executions, encouraging repeated engagement and helping consumers build a stronger, more memorable relationship with the brand over time, according to the etailer.
‘This campaign is about making Wayfair feel magnetic again, bringing back joy, personality and a sense of relatability to home shopping. By pairing beautifully crafted product imagery with entertaining, human truths, we’re creating work that people can see themselves in, and hopefully remember long after they’ve walked past it,’ says Mike Pearson, Wayfair creative lead.
‘We wanted to create something that genuinely connects with people in the real world. By combining striking simplicity with culturally familiar, entertaining lines, the work invites audiences in, making Wayfair feel more human, more relatable and ultimately more memorable,’ says Carey Pearson, Wayfair head of brand.
