- Wayfair launched a latest campaign, “Welcome to the Wayborhood,” and introduced a refreshed logo, updated jingle, latest celebrity partners and more, per a press release.
- The campaign includes several TV spots, some of which debuted in the course of the Oscars on March 10, social activations and a collaboration with Pinterest on the first-ever Pinterest Creator Tour. The home retailer teamed with Havas Chicago on the campaign.
- The brand has also enlisted celebrities including Lisa Ann Walter, Lisa Vanderpump and Tituss Burgess to hitch its long-time brand ambassador Kelly Clarkson for a campaign that arrives as the net retailer prepares to open its first large-format physical store this spring in Wilmette, Illinois.
With its latest campaign, Wayfair is welcoming shoppers to “The Wayborhood,” a playful, fantastical neighborhood that celebrates the house retailer’s “Every style, every home” tagline and involves life across a range of consumer touch points. By tweaking its logo and updating its jingle, Wayfair becomes the most recent company to refresh its brand to have interaction with evolving consumers.
The campaign and brand evolution comes as the corporate ramps up its physical presence after several years of experimentation. This spring, it should open the first large-format Wayfair store in Wilmette, Illinois. An omnichannel strategy that spans physical and digital channels is increasingly needed to satisfy changing consumer needs.
“At Wayfair, we have at all times focused on delivering our customers one of the best possible shopping experience for the house, and we all know that no two homes are quite the identical. ‘The Wayborhood’ inspires consumers to confidently bring their very own unique expression of home to life – regardless of their style, space or budget,” said CMO Paul Toms within the press release.
A 60-second anthem spot is full of vibrant colours, especially the brand’s signature purple, and features long-time brand ambassador Clarkson alongside newcomers Lisa Ann Walter (“Abbott Elementary”), Tituss Burgess (“Unbreakable Kimmy Schmidt”) and Stephanie Beatriz (“Encanto”), amongst others. Several TV spots debuted during last night’s Oscars telecast.
To expand the campaign’s reach, the brand will give away a complete of $250,000 through an Instagram contest that runs until March 16. The brand also teamed with Pinterest to launch the first-ever Pinterest Creator Tour on March 18. The platforms previously collaborated on a LiveRamp-powered data clean room effort.
Wayfair last month reported 2023 net revenue fell 1.8% 12 months over 12 months to $12 billion during what the corporate is looking the “Year of the Reset” amid a difficult home retail market. The company in January laid off about 19% of its corporate team and 13% of its global workforce.
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