FEATURED WORK:

Value City Furniture.


THE CHALLENGE:

Since 1948, Value City Furniture has helped outfit America’s homes with quality furniture at the guaranteed lowest prices. But with the downturn in the economy and a marketplace flooded with discount furniture options, America’s favorite discount furniture brand was losing market share quickly.

THE KEY INSIGHT:

Although they were taking actions to shake their reputation for being a disposable, particle board furniture company, they were having trouble staking a claim alongside more established competitors.

Consumers’ preconceived opinions on VCF's lack of quality and style presented a major test right out of the gate in terms of how to present an elevated, cohesive brand evolution yet leave some room for promotional periods throughout the year.

OUR SOLUTION:

Rising to the challenge, we got to work to breathe new life into the brand. We guided VCF through the process of developing a renewed line of stylistic, luxury brands well within reach of the everyday consumer.

The world was re-introduced to the VCF brand with a “First Look” book, combining dynamic photography, creative execution and insightful narrative. This was followed  with a TV campaign that put industry style experts front and center. They introduced consumers to products they would never believe could be associated with VCF. A double-edged digital campaign continued to engage consumers online, using digital banners and email to keep consumers engaged after their first site visit.

 
 

THE RESULTS:


VCF experienced a massive surge in sales, driving quarterly sales figures into the black for the first time in more than two years.