In 2011, CSN Stores re-branded under the name Wayfair.com. With over 5 million products from more than 5 thousand brands, Wayfair is the #1 e-tailer for home goods.
There was just one little problem… nobody knew them. We were tasked with building significant national awareness.
Go big by going home
By way of Lippe Taylor’s strong relationships with producers at The Ellen DeGeneres Show we learned of the hit show’s upcoming “Dream Home Giveaway” - their largest to date. We were able to convince the show’s decision-makers that Wayfair would be the perfect partner to design and furnish a new home for Ellen’s winner, single mom Lisa Jarmon. Suddenly Wayfair was a name millions were talking about in a very positive way.
The best things in life are free
Not only did we make a splash for Wayfair.com to over 3.5 million viewers of The Ellen DeGeneres Show, but we were able to do it without an integration fee. By working with producers, we were able to use Ellen’s name and likeness on the Wayfair.com website as well as linking back to the video segment from the show on Ellen’s website. Additionally, we created a “shoppable” gallery on Wayfair.com featuring photos from each room in Lisa Jarmon’s beautiful new home.
Beyond the numbers, we were able to make an emotional connection by enabling Wayfair to become a brand associated with a single mom’s tears of joy as she received a fully furnished new home.