Media Strategy & Focus:

• Goal: Launch Joybird’s Mid-Century Modern Collection, emphasizing customization, handcrafted quality, and sustainable materials to attract design-conscious buyers.

• Audience: Homeowners, interior design enthusiasts, and urban dwellers aged 25-45 interested in mid-century furniture styles.

• Channels: Meta (Facebook & Instagram), Google Search & Shopping, Pinterest Ads, YouTube Pre-Roll, and Programmatic Display.

• Messaging: Highlighted handcrafted design, durability, and customization options.

Media Plan & Execution:

• Pre-Launch (3 months before launch):

  • Pinterest and Instagram teaser ads featuring mood boards of mid-century designs.

  • Targeted email & SMS acquisition campaign offering exclusive early access to new products.

  • YouTube preview ads featuring behind-the-scenes footage of furniture craftsmanship.

• Launch Phase:

  • Google Search & Shopping Ads:

    • Bid on high-intent terms such as mid-century modern sofa and custom mid-century furniture.

  • Facebook & Instagram Carousel Ads:

    • Showcased customization options and testimonials from interior designers.

  • Programmatic Display Ads:

    • Targeted home décor and furniture websites, driving traffic to the collection page.

Creative & Messaging Approach:

• “Timeless Design, Custom for You.”

• Clean, modern visuals with warm mid-century colors to resonate with design-conscious consumers.

• Interactive carousel ads showcasing fabric swatches, leg options, and sofa configurations.

Results:

• $3.1M in first-quarter sales from the collection launch.

• 8.9x ROAS on paid media campaigns.

• Pinterest traffic to Joybird's website increased by 37%.

Media Strategy & Focus:

• Goal: Market Joybird’s Briar Sleeper Sofa as a stylish yet functional solution for small-space living.

• Audience: Young professionals, renters, and city dwellers seeking space-saving furniture.

• Channels: Google Search & Shopping, Facebook & Instagram, YouTube, and Influencer Partnerships.

• Messaging: Highlighted comfort, convenience, and space optimization.

Media Plan & Execution:

• Pre-Launch Awareness:

  • Influencer collaboration with home & lifestyle bloggers showcasing the sleeper sofa in small apartments.

  • Google Display Ads featuring animated GIFs showing the transformation from sofa to bed.

• Launch Phase:

  • YouTube Bumper Ads:

    • "From Sofa to Bed in Seconds" campaign featuring timelapse transformations.

  • Google Shopping Ads:

    • Focused on space-saving furniture searches like convertible couch and best sleeper sofa.

  • Instagram Stories & Carousel Ads:

    • Highlighted before-and-after images of real customers’ small spaces.

Creative & Messaging Approach:

• “Style Meets Functionality.”

• Lifestyle imagery featuring renters and city apartments to emphasize real-life applications.

• Engaging video testimonials showing the ease of conversion.

Results:

• $2.6M in sales within the first 90 days.

• 15.3x ROAS on Google Shopping & Meta Ads.

• 20% increase in Joybird's brand awareness for "small space furniture" keywords.

Media Strategy & Focus:

• Goal: Promote Joybird’s pet-friendly furniture fabric options to attract pet owners concerned about durability.

• Audience: Pet owners, particularly dog and cat lovers in urban and suburban areas.

• Channels: Google Search, Facebook & Instagram, YouTube, and Pet Influencer Collaborations.

• Messaging: Focused on scratch-resistant, stain-resistant, and easy-to-clean fabrics.

Media Plan & Execution:

• Influencer Partnerships:

  • Partnered with popular pet Instagram accounts like The Dogist and Adventure Cats to showcase pets using Joybird furniture.

• Google Search Ads:

  • Targeted queries like best couch for dogs and pet-friendly fabric sofas.

• Meta Ads:

  • Carousel ads showcasing pet owners with their Joybird sofas.

  • Dynamic retargeting for visitors who browsed pet-friendly collections.

Creative & Messaging Approach:

• “Furniture You & Your Pet Will Love.”

• User-generated content from pet owners highlighting Joybird’s durability.

• Side-by-side comparison visuals of Joybird’s pet-friendly fabric vs. competitors.

Results:

• 19.2x ROAS on pet-focused Google & Meta Ads.

• Increased e-commerce sales of pet-friendly fabric options by 45%.

• Expanded Joybird’s brand perception as a pet-friendly home brand.

Media Strategy & Focus:

• Goal: Promote Joybird’s outdoor furniture collection and drive seasonal purchases.

• Audience: Homeowners with outdoor spaces, vacation home buyers, and design-conscious consumers.

• Channels: Pinterest, Google Search, Programmatic Display, Facebook & Instagram.

• Messaging: Highlighted weather-resistant materials, style, and durability.

Media Plan & Execution:

• Google Search & Shopping Ads:

  • Focused on best outdoor sofas and patio furniture sale.

• Pinterest Ads:

  • Mood board-style creatives showing Joybird’s outdoor setups.

• Instagram Stories & Video Ads:

  • Featured real customers using Joybird furniture in outdoor settings.

Creative & Messaging Approach:

• “Summer Starts Here.”

• Bright, airy visuals showcasing patios & backyards.

• Weatherproof durability messaging to drive credibility.

Results:

• $5.4M in seasonal sales (April–August 2018).

• 13.8x ROAS across digital channels.

• 40% increase in outdoor collection sales vs. previous year.

Media Strategy & Focus:

• Goal: Drive record-breaking holiday sales while maximizing AOV (Average Order Value).

• Audience: High-intent shoppers looking for premium furniture at discounted rates.

• Channels: Facebook & Instagram, Google Shopping, Display Retargeting, and Email Marketing.

• Messaging: Emphasized limited-time Black Friday discounts.

Media Plan & Execution:

• Pre-Holiday Teaser Campaigns:

  • Exclusive early-access sign-ups via email & SMS.

• Google Shopping & Meta Ads:

  • Featured dynamic product carousels with BFCM sale prices.

• Email Marketing:

  • Segmented campaigns based on past shopping behavior.

Creative & Messaging Approach:

• “Black Friday Deals You’ll Love for Years.”

• Fast-paced video ads emphasizing urgency.

• Gift guide carousel ads for different lifestyles.

Results:

• $6.8M in revenue during BFCM weekend.

• 17.2x ROAS on paid social.

• 31% increase in new customer acquisitions.