CRATE & BARREL
”LIVE THE WAY YOU LOVE”
bringing the love of design back into the brand
Develop a new brand platform for the brand that countered the perception of Crate & Barrel as lacking inspiration, lacking a clear sense of style or ‘newness’ within its product portfolio.
The Challenge
The brand’s new design vision - saw five verticals developed across categories and themes. A return to the brand's heritage as a tastemaker meant there was an opportunity also to return C&B to its marketing roots. An optimistic, almost giddy love for design - framed around the object and how consumers treated design at large.
The strategy
Live The Way You Love modernized the Crate & Barrel heritage, re-introducing humor as a key communication device. The holiday campaign #MadeForEachOther focussed on finding ‘missing connections’ Running across OOH, Digital Radio, and Social showed how one object -the perfect gift out there- but it’s looking for the perfect partner.
The Idea & Execution:
The campaign drove 4x increased engagement across all paid and owned channels during the Holiday season. A 20% increased ROAS compared to Holiday ‘18, including significant increases in new customers at retail, with 51% of sales at Crate & Barrel driven online. A new record for the brand.
The Result:
