Freedom Furniture sees massive growth off the back of new campaign via The General Store
Iconic furniture and homewares brand Freedom has doubled its homewares sales off the back of its new ‘Make Anywhere Home’ campaign via indie creative agency The General Store.
Says Jason Piggott, general manager of marketing at Freedom: “After the first two weeks of the campaign, the homewares category rose 111 per cent year-on-year. It’s absolutely massive growth and it’s continuing now, with increased traffic online and in-stores.”
The General Store was brought on five years ago to help guide a major brand transformation, slowly evolving Freedom into a more design-led brand for style-conscious Australian consumers.
Says Matt Newell, partner and CEO of The General Store: “It’s been great working with a client that has been so focussed on the long game. The current success was baked in years ago when the business reorganised itself around a unified brand strategy that rolled out across the product assortment as well as the brand identity and advertising.”
Says Piggott: “It’s important to have a creative partner on the journey that has real commercial chops. The G Store knows when to push and when to steady the ship. Real brand repositioning takes time and I’ve been very happy with the progress.”
The latest campaign, ‘Make Anywhere Home’, was integrated across all of Freedom’s channels, supported by print, television, radio and out-of-home.
Shot across a series of locations including the State Library and Omega Farm and Cathedral Rocks on the New South Wales coastline, the fashion-led campaign aimed to elevate Freedom’s homewares and was styled by Joseph Gardner from Vogue Living and shot by photographer Victoria Zschommler.
Says Marcus Teseriero, chief creative officer at The General Store: “Style is something you need to demonstrate, not simply blurt out in a conventional ad with headline and copy. For this reason, we used specific fashion techniques and collaborated with some of the hottest production talent in the fashion world to bring this next evolution of Freedom to life.”
The General Store is a multi-disciplinary creative agency and works with brands like Rebel, Barbeques Galore, Freedom, Breville, and Primo.
Client: Freedom
Strategy & Creative: The General Store
Photographer: Victoria Zschommler
Production: Matt Chee
Videographer: Helen Turner
Styling: Joseph Gardner
22 Comments
pretty work.
Made me smile so hard my dentures fell out.
Nice concept but screen work looks like it was shot on a phone.
Not bad not bad.
Ummm we’re facing a massive rental crisis and people are being evicted everywhere…did they not think this looks like people having being booted out with nothing but their furniture left?
Shame the motion lets it down
Finally something nice.
Brilliant job Reeshma and team! A total long game effort.
Yeah, nup!
Sales up 111%. Imagine where they could be if you did something good?
If there is data to prove that the sales growth came ‘off the back’ of the campaign?
No having a dig. Just wondering if maybe the product designers nailed it, or the media buyers nailed it, or the sales team on the floor got a lot better.
Surely there are so many contributing factors to sales growth that to say it was the campaign and just the campaign, is maybe a lil…off?
I like this btw, esp the minimal F logo mark
Seeing as homewares only ever go in – one’s home, I’m wondering what the benefit or relevance of being able to make “anywhere” home is. But nice work!
Homewares can go in your house, but ‘home’ (in this instance) is more about a feeling and not just a factual description
Rugs for fashion obsessed people who will buy new rugs each year. What a stellar idea, moving home wares into a fast fashion category. Capitalising off the ‘ we’ll never own a home’ mentality and exploiting it. How about just making a long lasting product that isnt trend aware.
this.looks.very.cheap.
of the cliche euro pseudo art still lifes and kafkaesque minimalism.
I have worked on furniture and homewares brands for years and at the start of every brainstorm session someone says
“lets put the furniture outside” . Its like the default first idea for every home campaign. So much could be done with this brand!
I not only like the re brand you guys did for Freedom but I think this campaign has an exquisite beauty and elegance about it – just what Freedom would be looking to promote in their wares. Bravo @ReeshmaBhanji. I hope @WhiteGrey know how lucky they are to have you and your wonderful eye for difference…..
I’m calling BS on this. No awareness campaign has ever delivered those results for a retailer and if they think that throwing a tiny 40% off at the bottom of an ad is retailing it up then they are dreamin’.
Credit for the creative who did the work wouldn’t go astray. Nice one Reeshma.
That has to be the worst production values of anything on the blog this year. No sign of a concept. Branding has left all distinctiveness in the gutter along with any care to make the film.
Guess you’ve never put in an awards entry. They almost always claim the campaign as the main reason for any sales uplift and not account for any of the other factors you mentioned. It’s why campaign measurement is so hard, it’s never just one thing.