‘TILL DECOR DO US PART
The Challenge: Find a new and surprising way to reach a key audience that prioritizes entertainment over direct branding, showcasing Bob’s as a trendy and affordable source for stylish home furnishings.
Insight: Through consumer research, we identified that our ‘budget super shoppers’ are frequently engaged in 'doom scrolling' online, seeking both entertainment and inspiration.
The Concept: ‘Till Decor Do Us Part: the show where your partner is tasked to design your dream room for you… well, try at least. We challenged unqualified designers to use Bob’s furniture to design a room their significant other would love. Posing the question, how well do they really know their partner? What’s better: their other half remotely watched their partner do the redesign the entire time. Our host, comedian Gabby Bryan, acted as a guide for our unqualified designers along the way.
The Results: 6 full length social episodes. 35 daily supporting videos. A shoppable landing page. 17.8M organic views.
To top it off, the campaign generated $7.1M in omni-channel revenue for Bob’s.
see more @tilldecordouspart
see more @tilldecordouspart
see more @tilldecordouspart
see more @tilldecordouspart
Before
After
My Role
Reality show made for TikTok with Bob’s furniture? Why not. We definitely learned a lot on this one. My partner and I came up with the initial concept then got scrappy with how we brought it to life. We worked hand-in-hand with our production partner during the shoot to get the best results from our very real cast. We pivoted when necessary to keep the “integrity” of reality TV while still making it entertaining for the platform. We were then heavily involved in the edit process to keep it geared towards the initial idea and our audience. We took this a step further by creating all of the supporting content to build up the account. We stayed on top of the community management side of things while quickly ideating new concepts each week to further create this world. We made a show account separate of Bob’s existing social and it saw success in this first season. It also resulted in great sales numbers for Bob’s making it a good example of a social campaign actually made for the platform.
Agency: GALE
Production Partner: Loop
Managing Director, Creative: Josh Braithwaite
Associate Creative Directors: Josh Lampley & Matthew Barton
Producer: Kyle Silverstein
Social Director/Editor: Irina Chelidze
Creative Producer/Content Capture: Orli Rein