Pier1
The answer to reaching a younger audience was self-expression. You know, an "It's your thing" kinda thing.
THE CHALLENGE
Pier 1 Imports started in 1962 with a single store in San Mateo, California selling beanbag chairs and incense. In the late 200os, it had grown to retail giant with 1,300 locations, each benefitting from a loyal baby-boomer audience.
However, the target for spending on new home furnishings was a millennial one — an audience that thought it mostly sold wicker chairs. 13 straight quarters of declining same-store sales proved it.
When Pier 1 Imports approached us, they had begun their reinvention with a new name (the shortened Pier1), new buyers and products for a younger audience, and a new attitude. Now they wanted to share this news with their target, a group that thrives on social shouting, individuality and self-expression.
THE SOLUTION
We knew we needed an emotional connecting point to connect with this group and we landed on something the simplified Pier1 could deliver — self-expression.
Whether our target is redecorating on a budget, throwing a themed dinner party or just adding a few personal touches to freshen up their house, office or dorm room, Pier 1 is the perfect place to find everything they need for self-expression.
We developed to create a rally cry that you could sing along too. After all, what better call to action is there than the Isley Brothers track “It’s Your Thing.”
We built a fresh campaign around that connection and gave Pier 1 a cool, stylish look in broadcast TV and radio, print, digital and more. We created an upbeat version of the song and utilized the song title as a tagline in marketing, in-store POS and on every shopping bag.
We branded the sales in a way that invoked fun for our audience: The Ho Ho Ho Lots On Sale, the Picture Perfect Dream Sale, the In The Nick of Time Sale and more.
What to do about wicker? Since we did count on heavy sales of wicker, we presented that functional product in an irreverent way that would speak to new audiences with a wink. We hired the voice of Seinfeld's J. Peterman to complete this tall task.
National radio spot for Pier 1, featuring VO work by John O' Hurley (Seinfeld's J. Peterman)
National magazine print campaign: It's Your Thing campaign
“Overall, 22% of those who saw one of the new TV commercials went to the store and made a purchase.”
THE RESULTS
Self-expression self-exploded with customer conversion up 22% after the launch of the campaign, and no one was asking for bean bags. 12 straight quarters of sales and profit growth followed.
