CAMPAIGN OVERVIEW

The "In Comfort" campaign by CB2 aims to reposition the brand as human-centric and emotionally resonant, capitalizing on the growing consumer trend of viewing homes as personal sanctuaries. With Americans spending $11.3 billion on home furnishings in February 2021 and the furniture industry expected to grow annually by 3.82% from 2024 to 2029, there's a significant opportunity for CB2 to connect deeply with its audience. The campaign emphasizes that CB2 furniture is not just about design but also about being the silent witness to the cherished experiences and intimate moments shared at home. This shift addresses the current advertising gap, which focuses too much on design and promotions without tapping into the emotional value of home.

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The strategy involves a multi-channel approach: OOH and print ads featuring personal stories and meaningful moments, social media campaigns with user-generated content, digital ads with testimonials and real-life scenarios, and thoughtfully designed packaging with warm messages. By highlighting the emotional significance of home and fostering meaningful connections, CB2 will create spaces that reflect personal style and nurture the bonds that make a house a home. The campaign’s success will be measured through brand perception changes, engagement metrics, sales performance, and customer feedback, ensuring it resonates deeply with consumers.

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Access our native ad in the pdf below.