While prominent in the US, Wayfair has yet to break the UK, with main competitor, IKEA, holding the advantage of heritage and physical retail locations. The latest creative showcased the ease of making purchases on Wayfair, not letting life’s busy nature get in the way. The campaign’s aims were to grow familiarity amongst a key ABC1 Adult audience and to ultimately drive intent to purchase.
Plan
Ensuring effective reach amongst the target audience, Wayfair ran in an ABC1 Adults AGP across April-May 2025 accessing films such as The Penguin Lessons, Sinner & Thunderbolts*.
Cinema’s premium environment provided high levels of attention, helping Wayfair to successfully land key messaging and prompt action amongst those exposed. DCM’s Cinemapper was also used in order to pinpoint specific the key areas that would run the cinema campaign.
Results
The cinema campaign was impactful at driving KPIs across Wayfair’s core campaign objectives.
+111%
uplift in those who knew Wayfair ‘very well’ among those exposed via cinema
+62%
uplift in those intending to purchase homeware from Wayfair vs. those not exposed via cinema
