HomeGoods transformed a vacation stay into a decor paradise – 4 different times
The campaign won in the PR category at The Drum Awards for Marketing Americas 2023.
HomeGoods transformed a vacation rental into a treasure trove of design and decor discoveries / HomeGoods
Last year, HomeGoods faced the challenge of shifting consumer attention from home decor to travel and experiences as entertainment and travel surged post-pandemic. To keep consumers inspired to shop for their homes while traveling, HomeGoods developed a creative solution.
The Idea
A key challenge for HomeGoods was to maintain consumer interest in home decor despite rising demand for travel and new experiences.
To solve for this challenge, HomeGoods set out to combine the thrill of discovery and shopping experience with a much-needed getaway. In partnership with Edelman, the retailer decided to design an immersive experience that awakened consumers’ desire to discover new housewares and decor and provide a fresh perspective on HomeGoods’ offerings.
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The Strategy
HomeGoods designed ‘House of HomeGoods’ as an immersive experience that captured the essence of its slogan: ‘Go Finding.’ Over a four-week period in the fall of 2022, HomeGoods and Edelman worked together to transform a vacation home in Hudson Valley, New York, into a multi-room HomeGoods showroom.
Each stay offered a different decor aesthetic and thematic activities to spark creativity and curiosity. One stay featured the theme ‘Find Creativity,’ a modern, colorblocked artist oasis with vibrant palettes, offering floral arranging classes, an artist’s loft and cupcake decorating stations. Another starred the ‘Find Festivity’ theme, a cozy autumnal hideaway with a backyard movie night, cocktail mixology stations and pumpkin painting supplies. ‘Find Charm,’ meanwhile, played on an Italian countryside theme, with pasta-making classes and a fully-stocked crafting table.
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To build excitement for the activation, HomeGoods invited media and select influencers for an exclusive first look, generating content for Instagram and TikTok. Bookings were opened gradually over four days, with virtual tours shared on social media platforms, directing followers to shop similar looks on the HomeGoods website.
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The Results
‘House of HomeGoods’ generated significant buzz, with bookings selling out within seconds. The campaign garnered media coverage from outlets like Travel + Leisure and Thrillist, which helped to paint HomeGoods in a new light. The effort inspired to travel lovers to discover new ways to ‘Go Finding.’
Moving forward, HomeGoods hopes to build on the success of the program by tapping into creative ways to engage consumers and bridge the gap between home decor and travel experiences.
This campaign won at The Drum Awards for Marketing Americas 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.