When we found out HomeGoods was launching a sister store called Homesense, we wanted to scream it from the rooftops (everyone did!). But when we were challenged with generating excitement about the new store openings, we took a much more targeted approach.
Using Facebook and Instagram (where home decor fans look for inspiration), we hyper-targeted fans of HomeGoods in areas where Homesense was about to open.
We gave these decor fanatics a taste of the kinds of discoveries they might find at Homesense, while also differentiating the brand from their beloved HomeGoods.
“We need to take a trip to this store. Supposed to be AWESOME!”
“Can’t wait!! We will be there bright & early!”
“My credit card is going to be burning!”
The first four store openings had lines around the block—and traffic since continues to exceed expectations. All this from a hyper-targeted, highly social campaign, with a distinct tone voice, of course.
No matter what part of the country, fans can’t get enough—and neither can the press.
“It’s a boy band! It’s a unicorn frappuccino! Nope. It’s the opening of a discount home goods store.”