Badcock Home Furniture
Find Yourself at Badcock
The Problem - Over the years, the Badcock brand has continued to mature and grow along with its consumer base, which is primarily made up of Gen Xers and Baby Boomers. Badcock is missing out on the opportunity to cater to the people who are just beginning to move into their first apartment or home and need to furnish their new space on a budget.
The Insight - There is not just one type of Millennial. Badcock has something for anyone and everyone.
The Idea - Reposition Badcock as the primary furniture retailer for Millennials. Create a mockumentary style social media campaign that follows 6 different types of Millennials through their Badcock home furniture shopping experience. Highlight the different features that would appeal to them, such as the clearance section, no-interest financing options, and affordable furniture that matches their personality type. Anyone can find themselves in one of these characters and relate to them, proving that Badcock really does have something for everyone.
Meet the Characters
Digital Advertising
TV Spot
Box 1: *Screen recording of laptop screen* In her most recent YouTube video, Brittany is excited to announce that she has finally moved into her new apartment.
Box 2: As Brittany browses through the comments, she notices many of her subscribers are asking her to film an apartment tour.
Box 3: *Camera pans towards her living room* Brittany’s eye wanders nervously at her desolate apartment and she instantly knows that she cannot film this highly requested video until she furnishes her place.
Box 4: Moment of clarity; Brittany immediately runs to the nearest Badcock store. She rummages through the store like a kid in a candy store, instantly finding the perfect set of furniture to match her aesthetic.
Box 5: A Badcock store associate rings up Brittany at check-out and mentions their financing option.
Box 6: *Screen recording of laptop screen* Brittany uploads the apartment tour video. She has decked her apartment out with stylish, modern furniture and home accessories. Her comment section is overflowing with hype and love. She shouts out Badcock for allowing her to design her dream home.
Website
This addition to the website will be a place for Millennials to connect with the Badcock brand. This section features short, fun quizzes that people can take to learn more about themselves and their own personal design style. They will get paired with one of the millennial personas that best fit their style preferences. The results will also feature the Badcock furniture that best matches that millennial type and they will be able to add it straight into their cart.
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Find your millennial type with Badcock's quiz on their website!
Instagram Content Strategy
The new instagram layout will shift the content strategy from standard stock photos of furniture sets to dynamic photos of people living in these spaces. A mix of product promos, user generated content, lifestyle posts, meme-like content and offers will keep the output fresh and followers engaged.
Badcock will also take part in the “broke/woke” meme that originated on Twitter since we feel it would be perfect for Badcock’s instagram. This meme describes something that is inferior as “broke”, while others that are superior as “woke”. It used to express the fading cultural significance of one trend in favor of a newer one.
