Building a world where all are welcome—every style, every home, every budget.
SITUATION
Wayfair may be a
well-known brand, but it's not well-shopped.
While many are familiar with the name, they don't necessarily associate it with their unique style. And it's certainly not their go-to destination for furniture or home decor.
AMBITION
We didn't want consumers to just know Wayfair—we wanted them to think and love Wayfair, too.
We needed an ownable campaign that built top-of-mind awareness, drove distinction, and connected with culture.
AUDIENCE TRUTH
The process to find
exactly what you need is mentally taxing, time consuming, and expensive.
Home is a highly considered purchase, and when you're short on time and money, you’re left with a space that doesn’t fully reflect who you are or serve your needs.
INSIGHT
Home is an expression of self.
And everyone deserves a home they love, regardless of budget, space, or style. A true home is about more than just where you live—it's that unique feeling of home that's a reflection of a person's passions, loved ones, shared memories, aspirations, and unique stories.
BRAND TRUTH
Wayfair is not just
a catch-all retailer.
Wayfair is the only place that provides a selection for any style, any room, any budget in a seamless experience from inspiration to installation—all to create your unique feeling of home.
STRATEGY
Inspire people and like-minded communities to express their style unapologetically.
Our goal was to make it easy for everyone to discover, embrace, and own their unique style at Wayfair—with confidence, not compromise. That meant creating a new and inclusive brand experience that felt fresh, vibrant, and relevant to all.
IDEA
Welcome to the Wayborhood!
The Wayborhood is a stylized and lively community built upon the sincere passion and joy the neighbors share in creating a home they love.
The Wayborhood, a 360, multi-year campaign, invites people to explore the idea that no matter where you are or what your style is, there's a place for you at Wayfair.
RESULTS
The world embraced
the Wayborhood with
open arms.
In its first year, Wayborhood has been a wild success, driving a +249% increase in social brand sentiment, +581% increase in social engagements, and a +45% increase in unaided brand awareness.
This strong start has laid the foundation for future growth and expansion, setting the stage for endless extensions.