Havertys Furniture is a regional furniture retailer with stores in the southern and central United States.
When Havertys first came to BR, sales were down. Their price-based promotional marketing strategy wasn’t working. Because with very little to differentiate themselves from their larger, national competitors, they were being outpriced, outspent and frankly, outdone.
In order for Havertys to survive, we needed to invent a new brand strategy. And we needed to find an entirely new customer segment to communicate it to – one that isn’t influence by price. Qualitative research helped us uncover a brand new target, The On-Trend Customer.
The outlook of the On-Trend Customer inspired our completely new brand positioning: Havertys doesn’t sell furniture. It brings visions to life. No prices. No brand names. All customization. All about her unique vision.
Our new outlook was embodied in a recurring character we named Emily.
CONTINUING THE STORY
Our target had an instant connection to Emily and Ryan and all they embodied. So we brought their outlook to life, off the screen.
We continued the couple’s storyline with stylish and engaging social posts on Facebook, Instagram and Pinterest.
Print ads allowed our On-Trend Customer to customize furniture to her vision, right from the ad.
An augmented reality mobile app gave her the opportunity to customize the world around her to her liking.