A jingle is just what Wayfair needs. On Monday, the home furnishings ecommerce company is bringing back its theme song in a 30-second music video spot that includes a lot of decorative pillows.
Called "Wayfair Musical: the Remix," the single-take commercial features 22 of the Boston-based retailer's 4,604 employees dancing and promoting the brand to the tune of "Wayfair, you're just what I need"—one of marketing's stronger earworms. Wayfair last used the jingle in its entirety in early 2015; the song first began airing a year earlier.
Nancy Go, Wayfair's VP of brand, said the jingle had always been well received and that customers had sent Wayfair videos of themselves singing along.
"We knew we wanted to bring the jingle back, but in a totally new way," she said. "We thought it would be fun and scrappy to bring together employees from a variety of roles and functions across the company to show our customers the actual people who power Wayfair.com behind the scenes."
In the spot, which will air on networks including HGTV, CBS and Lifetime, staffers hold a cake promoting 70% off discounts and emphasize Wayfair's free shipping policy.
Founded in 2002, Wayfair also owns brands such as Joss & Main and DwellStudio. It has been running TV ads since 2012. The company, which generated $2.3 billion in revenue last year, creates all of its marketing in-house, and the new ad was produced by the 28-person Waygency team. By keeping everything internal, Wayfair is able to directly measure in real-time the number of visitors to the brand's sites after a TV spot airs, and nimbly adjust its marketing accordingly, Ms. Go said. She declined to say how much Wayfair is spending on the new spot. In 2015, the company spent $38.4 million on measured media in the U.S. according to Kantar Media.
As part of the effort, Wayfair will begin a social media contest on June 20 where consumers can show their own Wayfair theme song singalongs on social media. Winners will be featured in the brand's video ads.
