The Challenge
La-Z-Boy Furniture Galleries of Metro Vancouver wanted to find a way to attract younger buyers, increase sales growth and simultaneously promote their CSR initiatives. They had long been using traditional advertising methods, but their newfound relationship with Jelly Marketing marked the first concerted effort in the digital marketing and PR realm.
The Solution
We saw lots of opportunity with a well-established brand to build a strong online presence. Part of this included creating a design blog showcasing the expertise of La-Z-Boy’s in-home designers. From social media to digital advertising to strategic PR efforts using key influencers, Jelly helped La-Z-Boy enter the digital space with confidence.
One of our integrated campaigns was a full-page colouring contest in The Province, a large Vancouver newspaper, which was also promoted on La-Z-Boy’s social media. Readers were encouraged to colour, cut out the page, and drop it off at their local La-Z-Boy store to win a prize package. We also directed online traffic to the Lifestyle Meets Comfort blog to print a copy and enter.
In an experiential PR campaign, we partnered with our local WHL team, the Vancouver Giants and took over one of their sold out games. Prior to puck drop, we set up a La-Z-Boy lounge and encouraged people to sit in the chairs and rifle through all of the cushions for hidden prizes, including a golden ticket, winning them a spot in our on-ice musical chairs game at intermission. The battle was fierce and the lucky winner got to go home with a brand new La-Z-Boy recliner.
We also partnered with two local multi-talented YouTube stars who represented their love of La-Z-Boy and the Canucks by filming a music video parodying Iggy Azalea’s popular song, Fancy. Our ‘Comfy‘ version was featured on Daily Hive (formerly Vancity Buzz) – Vancouver’s most popular blog – and received nearly $65,000 in PR coverage.
The Results
La-Z-Boy’s specific objectives were to increase the demographic of their potential buyer by appealing to younger audiences, increase foot traffic in store, and create brand ambassadors. They experienced all that and more:
6% increase in sales
Facebook fans increased 13x with an average weekly reach of 4,041 people
Increased organic traffic to main site by 22%
1.7 million impressions and 4,410 clicks from digital ads
8957 unique visitors on the brand new design blog
$128,366.49 of monetized advertorial PR value
