At Wayfair, It’s Way More than furniture
Wayfair is a tech company built on data. But building a brand requires an emotional connection with customers.
Running the “Way More” campaign required pitching Directors across the company. The emotions tied into home was something we’d never fully explored before.
My role:
Copy Manager
Concepting, messaging guidelines
Wrote briefs for team and pitched campaign across the company
Channels:
Paid & organic social, packaging, video, web, email, print
To secure buy-in, we tweaked top-perfomers across channels and showed our stakeholders how much stronger the brand can be with a uniform look and feel under this campaign.
Prepping for launch, I created a copy system to give our writers guidance and offer a few different ways to approach our campaign tagline.
Brand awareness increased and customers began using words like “inspirational” and “charming” when talking about Wayfair for the first time. Here are a few of my favorites pieces from the campaign.
