LOVESAC has firmly established itself as the market leader in the home furniture industry, reigning as the #1 couch brand in the United States. Renowned for their unparalleled flexibility, superior quality, remarkable durability, and innovative comfort, LOVESAC products have become staples in homes across the country, with their Sacs dominating the premium beanbag category and embodying the LOVESAC brand in today’s consumer culture.
However, LOVESAC faced a key challenge: the brand needed to cement its reputation not just as the go-to for cozy, reliable bean bag style, but also as a premium choice for design-forward statement pieces that elevate living room aesthetics.
On top of successfully introducing a new product, this launch campaign needed to solidify the LOVESAC brand presence in consumers’ perception via:
1) driving Awareness and Consideration as the key choice in the living room, where consumers spend the most, with a focus on premium and style-forward comfort innovation;
2) enhancing Brand Differentiation & Brand Equity and thus reinforcing LOVESAC positioning as the most comfortable seating furniture option.
To launch the highly anticipated PillowSac Accent Chair we teamed LOVESAC with the definitive voice in interior design: Condé Nast’s Architectural Digest (AD). This powerhouse partnership aimed to introduce the new chair in a way that would resonate deeply with both design-savvy insiders and style-conscious consumers, framing the PillowSac Accent Chair as the epitome of innovative design and cloud-like comfort, seamlessly fitting into chic, modern living spaces.
Our decision to align with Architectural Digest (AD) as a partner was not just about product exposure but also to leverage the magazine’s brand authority, superior brand equity and elevate the PillowSac Accent Chair in the eyes of both industry insiders and consumers. Our strategic goal was to ensure this launch would transcend the typical product debut, creating a ripple effect through carefully selected channels that would naturally capture the attention of key players in the design world.
The campaign’s started with a soft launch event, meticulously crafted to maximize brand visibility while preserving an air of exclusivity. We aimed to cultivate intrigue and buzz among a curated audience of influential figures, whose organic endorsements would enhance the product’s credibility and desirability. This approach was designed to gently embed the PillowSac Accent Chair into the fabric of the home design conversation, ensuring it was perceived not only as a comfortable seating solution but as a premium, stylish addition to any modern living room.
Selecting the right venue was critical. The choice fell on the Bowery Hotel in Manhattan’s East Village: an icon of timeless luxury providing and ideal backdrop to mirror the PillowSac Accent Chair’s blend of contemporary chic and comfort. The event, a dazzling cocktail party held on May 22nd, set the perfect tone for the launch, balancing exclusivity with high visibility.
To heighten the campaign's impact, the event featured notable figures like AD’s Senior Design Editor Hannah Martin and LOVESAC Founder and CEO Shawn David Nelson. Their presence signalled a strong bond between LOVESAC and Architectural Digest, reinforcing the message that the PillowSac Accent Chair was a thoughtfully designed piece worthy of the most discerning tastes. The inclusion of organic Instagram Stories(IGS) from both figures and a product listing on Martin’s Personal Picks Shopping Page, further amplified the event’s reach in a subtle yet powerful manner.
Engaging premium influencer talent helped visualizing the PillowSac Accent Chair in home settings. Condé Nast’s talent team secured three top names - Erin Conway, Julie Sousa, and Moji Ojediran, whose combined following exceeded 3 million - whom provided immediate on-site content via IGS plus planned carousel posts. This staggered content strategy ensured prolonged engagement, keeping the PillowSac in the spotlight well beyond the initial launch event.
To cap off the campaign, Architectural Digest published two native articles, one offering a comprehensive recap of the event and the other officially debuting the PillowSac Accent Chair to the broader public. These pieces not only celebrated the product’s launch but also reinforced LOVESAC’s positioning as a premium brand synonymous with both comfort and cutting-edge design. A message also reiterated via a multi-layered strategy across Condé Nast’s platforms, including a Product Listing on Editor’s Personal Picks Shopping Page and High Impact and Standard Site Display, to ensure the campaign’s reach was expansive and effective.
The launch campaign delivered remarkable results, surpassing expectations and leading to the PillowSac Accent Chair selling out: a clear success in triggering consumer demand.
The event turnout also exceeded expectations, with more than 60 top designers from New York City attending, compared to the anticipated 30-40 guests. The decision to over-deliver on attendance created an organic groundswell of support, with attendees sharing their experiences, resulting in an extended reach of over 3.2 million through IGS alone.
Brand awareness saw substantial gains: Unaided awareness soared by +31.8% (vs +8% benchmark) and aided awareness climbed +18.8%, both improvements far exceeding industry norms at 4X the average. More importantly, purchase intent also surged, rising by +13.8%, showcasing the effectiveness of the campaign in converting awareness into action.
The campaign strongly reinforced LOVESAC brand attributes, with the highest lifts seen in perceptions of LOVESAC as the provider of the most comfortable seating furniture (+11.2%), a brand that reflects personal style (+10.4%) and a source of long-lasting products. Importantly, there was a notable increase in consumer actions, with more people intending to seek additional information online and visit the LOVESAC website (+17.4%).
The native articles garnered 69,629 page views, an impressive 612% above the guaranteed views. Additionally, amplify posts outperformed expectations, generating 16,674 clicks: 9,531 clicks over the guaranteed target.
With over 21.6 million paid impressions, 2.6B earned impressions and unmatched consumer enthusiasm, the PillowSac Accent Chair launch exceeded every metric, leaving LOVESAC to seat comfortably as an industry leader in both innovation and luxury.
