Welcome to the Wayborhood
Introduction
No two homes are alike. From cozy and eclectic to sleek and modern, “Welcome to the Wayborhood” celebrates this diversity by showcasing the many styles and personalities of Wayfair’s customers. The campaign encourages everyone to confidently express their unique vision of home. Highlights of the campaign include a refreshed logo and jingle, a star-studded lineup of talent, and a mission to inspire self-expression, no matter the style, space, or budget.
Approach
The Welcome to the Wayborhood brand campaign was developed with inclusivity and creativity at its core. We partnered with Havas to drive awareness of our new brand messaging and positioning. The campaign included a dynamic omnichannel strategy, brought to life through a rich mix of channels and content, amplifying the message of individuality.
TV / Video: The campaign debuted during the Oscars, positioning Wayfair as a brand synonymous with creativity and style. The :15, :30, and :60 spots showcase a diverse lineup of talent, including Wayfair’s brand ambassador Kelly Clarkson, comedian Lisa Ann Walter, TV personality Lisa Vanderpump, Emmy-nominated actor and singer Tituss Burgess, Olympic gold medalist Shawn Johnson, Imagen Award-winning actress Stephanie Beatriz, and fitness influencer Thoren Bradley.
Social (organic and paid): We activated across Instagram, TikTok, Pinterest, and Facebook using different content types to connect with consumers authentically.
Influencer and Creator Content: We partnered with a diverse roster of influencers to bring the campaign to life in relatable ways. In partnership with Pinterest, we launched the first-ever Pinterest Creator Tour, bringing together top Pinfluencers to showcase their approaches to home decor.
Affiliate Content: To further drive reach, we collaborated with affiliate networks and publishers to highlight core messaging.
Experiential Retail: The campaign culminated with Wayfair’s first-ever large-format retail store in Wilmette, Illinois.
Community Engagement: We invited customers to join the Wayborhood using #WayborhoodWelcome, generating content at scale.
