A BRAND CAMPAIGN THAT SPEAKS THE CUSTOMER’S VOICE.
CREDITS
My Role: Associate Creative Director | Agency: Barkley | Client: At Home | SVP, Creative: Matt Mills | Copywriter: Eileen Hogan | Photography: Randal Ford | Production: STADIUM
At Home’s store footprint was growing exponentially, but they still faced challenges in brand awareness. After all, how does one summarize all the Home Décor Superstore has to offer in only :15? We went straight to the most reliable source, our loyal At Home shoppers.
WOW! Selection.
No way! Prices.
Stepping into an At Home is a shopping experience unlike any other— floor-to-ceiling aisles of rugs, décor, and furniture run wall-to-wall in every style, size, and color imaginable. Pieces that wow at even more impressive prices. And when you find that perfect pillow you’ve been looking for? Magic.
We leveraged our shoppers’ WOWs, *GASP*s and OMGs to describe what it’s like to shop At Home in an oh-so-relatable way. Coming to life in OLV, paid social, and digital display, the campaign has resulted in an overall increase in awareness and a ten point jump in NPS since its launch.
As an every day low price retailer, value and selection are key tenets to the brand. This meant production design was key to ensuring our endless aisles were more exciting than overwhelming. It was equally important to convey value and quality through price point callouts and designer cameos. Authentic talent performances were critical to hit the right balance of relatable and theatrical.