Wayfair
Most people have heard of Wayfair but when they think of the home brand, they don’t think of it as a brand for people like them, i.e. a younger Millennial with their own style. They think of the brand as a catch-all place that Aunt Claire gets her baskets at. (Real consumers words, not ours).
Wayfair had a perception problem. And it was one that they needed to fix and fast if they want to edge out their competitors to become the go-to destination for all things home.
Our mission was simple: Help people see that Wayfair is for everyone and every style. A place where all are welcome and encouraged to embrace their unique style.
Welcome to the Wayborhood
We tapped into the power of unique style micro cultures to help everyone see themselves in the Wayborhood. From Dark Academia to Dopamine Designers to Jane Austenites to Cozy Curators, Woodland Dwellers and Fantasy Fellowship, we set out to show a different side of Wayfair that reflected our audiences unique personal style.
We filled the Wayborhood with a culture cast that reflected our different micro cultures and style Easter eggs that IYGIYGI.
