Interior Define disrupted the furniture industry in 2014, when they democratized high-end customization, putting consumers in the designer role when Pinterest-fueled interior design literacy was at its peak. After early robust growth, the challenger brand found itself being challenged within a category completely saturated with competitors all asking consumers to buy into their brand’s specific point-of-view.
In contrast, we crafted the “Defined by You” brand campaign based on the key insight that people today want to be in the driver’s seat, and select their brands as a form of self-expression. We empowered the audience to design one-of-a-kind furniture defined by their one-of-a-kind lives.
Customization is typically positioned as a functional benefit, but creating a sofa that fits into a physical space is just the first step. What’s actually enjoyable is designing the perfect sectional for movie nights, or choosing a fabric that is elegant but puppy-friendly.
By amping up the emotional benefits of customization, we increased the aperture of the brand—making the process less intimidating and more fun. “Defined by You” turns Interior Define into a digital showroom where consumers can articulate their individuality through their design decisions.
“The Defined By You campaign helped us reposition the value we provide to our wonderful customers, both new and old. Someoddpilot’s strategic insights helped us shape the campaign for maximum impact with our target consumer.”
Decreased customer acquisition costs
Increased open and click-through rates
Increased Subscribe Rates
The campaign included a full makeover of the brand’s design system, voice, and tone, which manifested into refreshed branded assets across all key consumer touchpoints: in-store, digital, social, email and print. The new design system integrates distinctive, punchy colorways into the once-monochromatic brand identity, ensuring they stand out in the sea-of-sofa-sameness.