homegoods Finder’s Camp
2024
Experiential | Social | Video
HomeGoods has a cult following amongst folks who love the sense of adventure they get from exploring the aisles for the perfect find. When we were tasked with growing the brand’s customer base, we knew we needed to go beyond communicating “high quality decor at an affordable price” and create FOMO by celebrating the love that fans have for the brand. So we invited our superfans to let their inspiration run wild at a 3-day camp in upstate New York, complete with themed cabins, treasure hunts for merch, embroidery classes, awe-inspiring canteen tablescapes, and spooky campfire stories about missing out on fabulous deals (eeek). Summer camp and HomeGoods, the two best things in the world, together at last.
Meet your counselor.
She’s as obsessed with HomeGoods as her campers. We created a launch video featuring our HomeGoods Finder’s Guide to get potential campers excited about signing up. And to show everyone what makes the HomeGoods experience so worthy of obsession – and an entire camp in the Catskills. We wanted everything to feel like it spoke directly to the superfan community with IYKYK winks, but would also appeal to everyone who loves shopping for home decor. This was pushed out on owned and influencer social channels as well as through media.
TEASERS
We continued to build buzz and encourage people to sign up for the camp with teasers across owned social and influencer channels.
Camp time!
We took over the Lokanda Summer Camp grounds in the Catskills to create an elevated camp experience that featured cabins styled after popular viral aesthetics (eg. Eclectic Grandpa, Citrus Girl, Coastal Grandma) and activities that featured our most popular merch. We first opened the camp to media in order to secure coverage, and then hosted our lucky superfans a couple weeks later. Here’s a bit of what they shared and what they saw…
