Wayfair x Google Holiday 100
Introduction
Leading up to the holiday season, we partnered with Google to bring the Holiday 100 omnichannel activation to life across owned (web, print, owned & operated social), earned (PR), and paid (influencer partnerships, OOH, social, display, and publisher partnerships).
Approach
Drive user engagement through an editorially led gift guide that serves as a destination for a 360° approach including an OOH activation in Times Square, owned (web, print, social), earned (PR), and full funnel paid (influencer, social, publishers, affiliates, and display).
OOH
The OOH activation included 13,000 square feet across two synced digital billboards at 42nd and 8th, in Times Square. The two billboards (left featuring Michelle Buteau, and the right featuring Wayfair) interacted with one another.
Print + Web
Google’s Holiday 100 includes a microsite, which is a shoppable experience of trends that made 2023. Shoppers are able to explore the Holiday 100 site by category, trend collection, celeb picks, and gifts by price, all driving to Search shopping queries. Both hero components, including the print magazine prominently feature Wayfair and the custom portable grill.
Influencer Content
We partnered with Joshua Weissman who developed a long form video featuring a portable grill from Wayfair. The product is shoppable through affiliate links, which drives viewers directly to Wayfair. The long form YouTube video reached more than 1M views in 3 days. Weissman cross-promoted across YouTube Shorts, Instagram Stories, and amplified via a collab post with @wayfair and @shopwithgoogle.
Affiliate Content
Partnered with lifestyle publications to create content, highlighting the Holiday 100 Gift Guide, featuring Wayfair and the Weber 1200 grill. The affiliate content celebrated the Google Holiday 100 product curation, featuring Wayfair, with homepage takeovers and editorial articles.