Home Wayfair Creates Its Own Community in New Branding Initiative
March 11, 2024

Wayfair Creates Its Own Community in New Branding Initiative

Posted In: Retail Articles

Wayfair has launched a new brand campaign, Welcome to the Wayborhood, which is described by the company as a playful, stylized, and quirky place where everyone can celebrate their personal home styles and needs.

The company has previously discussed a rebranding effort, and it stated that the campaign is breaking at a pivotal moment in the ongoing evolution of the Wayfair banner. In addition to a diverse advertising program, the company is introducing a refreshed logo, breaking a new take on its iconic jingle and working with new celebrity partners among its several efforts. The 360-campaign will reach every consumer touch point, including multiple creative TV spots that unveil the Wayborhood, Wayfair maintained.

The company developed the brand campaign to emphasize the many Wayfair customer styles and personalities. Consumers will get an introduction to the Wayborhood via an omnichannel campaign across multiple formats. Wayborhood television spots made their debut during the Oscars on Sunday night. Wayfair introduced various social activations at the same time, the company noted.

The branding campaign features a star-studded suite of talent joining Wayfair’s long-time brand ambassador, Kelly Clarkson, the company stated:

  • 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

In step with the larger campaign, Wayfair is giving away $250,000 to help empower and encourage consumers to create a space that reflects their very own personal style, the company asserted. The sweepstakes entry is through Wayfair’s Instagram, @wayfair, comment #WayborhoodWelcome, and tag a friend as an invite to be a “Waybor” for a chance to win $500 each. The sweepstakes, on now, runs through Saturday, March 16. Wayfair has also teamed up with Pinterest to launch its first-ever Pinterest Creator Tour, which begins March 18 and celebrates the unique ways consumers live in their homes, the retailer pointed out.

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,” said Paul Toms, Wayfair chief marketing officer. “The Wayborhood inspires consumers to confidently bring their own unique expression of home to life, no matter their style, space or budget. 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.”

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