THE BRIEF
Most big box retailers vie for the attention of the same consumer segment: Mom.
Bed Bath & Beyond understood that a woman’s relationship with a brand starts well before motherhood. They were looking for a social campaign to create awareness and consideration of the brand much earlier. By speaking to impressionable millennial women as they begin their journey into adulthood.
WHAT WE DID
Through our consumer research, we found that it is the ‘beyond’ that gives BB&B their key differentiation within the retail space and it’s cultural cachet with young adults.
As the creative director, I helped teams concept and execute against a strategy that speaks to a younger audience. Celebrating their complicated relationship with ‘adulting’ by showcasing how BB&B products; like them, are responsible yet fun af.
