Wayfair Announces New “Pivotal Moment” in Marketing Campaign

March 11, 2024  by HFBusiness Staff in Business Strategy, Industry   

The campaign marks a pivotal moment in the ongoing evolution of the Wayfair brand as the company introduces a refreshed logo, a new take on its iconic jingle, and new celebrity partners.

The 360-campaign will come to life across every consumer touch point, including multiple creative TV spots that unveil the "Wayborhood" - a playful, stylized, and quirky place where everyone can celebrate their personal home styles and needs, unapologetically.

"At Wayfair, we've always focused on delivering our customers the best possible shopping experience for the home, and we know that no two homes are quite the same. 'The Wayborhood' inspires consumers to confidently bring their own unique expression of home to life - no matter their style, space or budget," noted Paul Toms, CMO, Wayfair.

"Whether looking for that perfect ottoman to complete a family room, a comfortable glider with fast delivery before the baby arrives, or help with a vanity installation to complete that home improvement project, at Wayfair, we're here to help our customers create a home they love with a seamless experience - every step of the way."

Showcasing the many styles and personalities of Wayfair customers, "The Wayborhood" takes shape via an omnichannel campaign across various formats, with several creative TV spots making their debut at the Oscars on Sunday night, coupled with a variety of social activations. The campaign also includes a star-studded suite of talent joining Wayfair's long-time brand ambassador, Kelly Clarkson, including:

• Actress and comedian, Lisa Ann Walter
• Television personality, Lisa Vanderpump
• Emmy Nominated actor and singer, Tituss Burgess
• Former Olympian gymnast and gold medalist, Shawn Johnson
• Imagen Award winning actress, Stephanie Beatriz
• Fitness and social media influencer, Thoren Bradley

Wayfair is also giving away a total of $250,000 to help empower and encourage consumers to create a space that reflects their very own personal style. To enter, fans can visit Wayfair's Instagram, @wayfair, comment #WayborhoodWelcome, and tag a friend to invite to be a "Waybor," for a chance to win $500 each, running from 12 a.m. ET on Sunday, March 10 to 2:59 a.m. on Saturday, March 16.

Wayfair has also teamed up with Pinterest to launch its first-ever "Pinterest Creator Tour," kicking off on March 18, which will celebrate the unique ways we all live in our homes.

Consumers are also invited to experience Wayfair's brand evolution and shop all things home in person at the first-ever, large-format Wayfair store opening this spring in Wilmette, Illinois.

To help produce and personify the "Wayborhood," Wayfair's creative team partnered with Havas Chicago to bring the campaign to life through a series of strategic and creative executions. "Welcome to the Wayborhood" highlights Wayfair as the one and only destination for everyone's individual vision of home, with an emphasis on self-expression.

"As a huge fan of Wayfair it was an honor and a privilege to help them supercharge their creativity to be the go-to place for all things home," said Myra Nussbaum, President and Chief Creative Officer of Havas Chicago.

"We found a big idea in establishing the 'Wayborhood' a place where all home decor styles are encouraged, and self-expression is celebrated. Finding the perfect 'culture cast' to embody this modern attitude and inclusivity was an absolute dream project that we're very excited to launch on movie's most stylish night."

To learn more, visit wayfair.com or @Wayfair on Instagram for additional home style inspiration.