To elevate Wayfair from a well-known online retailer to a beloved home brand, we envisioned a campaign that championed individuality and self-expression
in home décor. This led to the creation of the "Wayborhood," a place where “Every Style, Every Home” (and every budget) is included and celebrated.

The Wayborhood campaign was launched with
a strategic mix of high-visibility events and interactive consumer engagement. And was introduced during Hollywood’s biggest night,
The Oscars. The campaign was a direct reflection
of the rich Micro-Cultures that were uncovered to develop a stylized Americana neighborhood that showcases the vast diversity of Wayfair's offerings, from Glam and Boho to Coastal and Western styles and everything in between, which drove not only
our anthem, but all of our social and digital content.

Consumers were encouraged to find their personal decor style through an immersive digital experience and enter a sweepstakes with $250,000 in prizes, fostering a deeper personal connection with the brand.