Helping Wayfair conquer the UK market
We first partnered with online retailer Wayfair back in 2014. The furniture and home-goods specialist had recently grown rapidly in the US. They asked us to help replicate that growth — this time, in the UK.
Faced with established competitors with big budgets, Wayfair needed a media investment strategy with a difference to take on the UK market. So, we set about developing and executing intelligent media plans to meet a dual, strict and short-term ROI and brand awareness target.
Testing is key to our approach. For Wayfair, we carried out tests to establish a core mix — the most efficient way to hit the strict ROI targets as quickly as possible via TV advertising.
Once we’d hit those targets, we carefully scaled, using a layering approach to include high-reach TV environments on top of the core mix. It meant we could constantly test, reaching new audiences in areas that weren’t immediately obvious.
We complemented the TV campaign with carefully selected radio activity and created a bespoke TV sponsorship package across their core channel mix to really increase brand presence.
For us, measuring success and campaign optimisation go hand in hand. With Wayfair, our collaborative approach meant that if a test was successful, we quickly implemented it as part of our core strategy and if it didn’t drive results, we swiftly omitted it.
Wayfair has reinvented how the British public shop for their homes. Just five years after launch, search interest had overtaken well-established furniture retailers. Now, they’re the UK’s largest online retailer of home furnishings, houseware and home improvement goods.
For Wayfair, the UK is its biggest international market. Since that first campaign in 2014, we’ve continued to be partners, with advertising scaling consistently by 20% year on year.
Our smart approach to media investment has helped Wayfair exceed their ROI targets, while brand awareness has increased to 75% since launch in 2014 – the highest growth in the sector.
Fuelled by technology, innovating and an extensive range of product across millions of items, Wayfair has surpassed the sales of their more traditional competitors, proving you don’t need a vast footprint stores or big advertising budgets to disrupt a market.