WAYFAIR
Episodic Social Content
IDEA: Redefine Wayfair’s social presence with high-fidelity, episodic content unlike anything the Wayfair channel has done before.
RESULTS: Thousands of impressions and shares across all platforms leading to +64% MoM reach and +7% MoM engagement.
BUILDING A BOY APARTMENT
Across social, young men have been sharing aesthetic content of their homes on social, referring to them as ‘boy apartments’. Feels like the perfect place for Wayfair to play, no?
So, I wrote a bunch of treatments and scripts for our very own Diego and Lucas to show off the transformation of their very own Boy Apartment—made possible by Wayfair.
EPISODE 1
The Project
EPISODE 2
Sofa Day
EPISODE 3
Measure Once, Buy Twice
Over the course of eight episodes, we brought the boys’ first New York apartment to life by turning it into something worth living in.
EPISODE 4
Feng Shui
EPISODE 5
Throw Pillows
EPISODE 6
Ambiance
The ultimate goal? Engage with our existing audience by sharing entertaining content, while simultaneously planting the seed to speak to a new audience.
EPISODE 7
New Roommate
EPISODE 8
It All Comes Together
ANGELS IN THE WAYBORHOOD
Then, during the stressful time of the holidays, we treated our primary audience to a reality TV parody featuring angel tree toppers that all just conveniently happen to be available on Wayfair!
EPISODE 1
Premiere
EPISODE 2
Cookie Thief
EPISODE 3
Secret Snowflake
EPISODE 4
Christmas Party
Alongside writing the scripts and expertly weaving in as many Real Housewives references as I could reasonably manage (can you clock them all?), I also led the entirety of the production—from planning, to casting, to post.
HOLIDAY SPICE
And for when the kiddos are finally in bed, we gave our audience the opportunity to indulge with some spicy, smutty home descriptions pulled straight from the… let’s say, more “mature” side of BookTok. And yes, you guessed it—I got to write them!
EPISODE 1
The Den
EPISODE 2
The Backyard
EPISODE 3
The Kitchen
To make the experience as authentic as possible, we even partnered with popular Quinn creator @ajthisway to read them. Take a look at the comments, and you’ll see how much his fans loved it.
ECD: Matthew Walker
CD: Megan Coughlin
COPY: George Comatas
VIDEO: Mellani Johnson, Amanda Kopacz
PRODUCTION: Holly McNally