Before recliners, dads were really stressed. Now they’re pretty laid back.
Just because there’s a lot of room doesn’t mean you have to use it. Group together to create the cuddly hug.
Havertysa regional furniture store in the southern and central United States, has been selling seating since 1885. But a few moan-worthy dad jokes — and a few double meanings about sectional sofas — help bring the brand up to date on the networks social, with the help of EP+Co.
The agency, headquartered in New York and Greenville, South Carolina, uses its social media team to identify cultural moments and help brands engage in conversations in a relevant and timely way.
Their latest work revolves around the king of the recliner: daddies. And what better way to celebrate Father’s Day than with some terrible, terrible puns?
The idea was born out of social listening. Even beyond Father’s Day, dads have become a social media meme, like gifting expectant dads New Balance shoes and denim shorts to welcome them into fatherhood. EP+Co saw an opportunity to be part of the conversation in a natural way – and to give their recliners some love.
Generating dad jokes came naturally to Lance Ford, SVP and Creative Director of EP+Co.
“Out of a store of hundreds of employees, I’m the most dad of dads because I have five kids,” Ford said with a laugh. With his team, all parents, they developed a series of cards to use on paid social networks (mainly Facebook and Instagram) and emails. They throw a wide net of dads themselves and those who love them and want to give them a proper throne.
But it wasn’t the first time the team used this tactic for Havertys. For Valentine’s Day, they offered a slightly more focused campaign on “Sectional Positions”.
Get out of the gutter. Those are all the ways you can sit on a sectional sofa, of course. And the social cards themselves were highly rated G.
To get a legacy brand to accept the campaign, Ford led with strategy.
“My team in general is supposed to help boost them in social media and make them relevant in that space, as much as possible. And usually that means a slightly younger target.
The strategy paid off. Not only did the campaign see the click-through rate nearly double compared to the benchmark, but it was also able to provide its client with valuable insights into the type of sections viewers engaged with the most. Each social map featured a different sofa with its own tracking device. So now Havertys has some helpful information on which styles appeal most to these coveted audiences.
What you can learn from this campaign
If you’re working with a legacy brand that hopes to try new things, especially on social media, Ford suggests a few things.
The first, and most important in any situation, is trust.
“Trust is important,” Ford said, “with a desire to be open to exposing yourself to a potential new audience, with creativity on a social platform that you may not have worked on much. .”
Make sure you’ve done your due diligence and that anything you suggest aligns with the overall brand voice of the organization. Even if you go ahead, make sure you are on brand.
Also, make sure your social listening encompasses both planned events — like Valentine’s Day or Father’s Day — and broader cultural moments, whether it’s the NBA Finals or Tony’s. Be prepared to find those opportunities and nudge your client with a creative idea.
And prepare them to move quickly.
“We need to have a good close relationship with our brand team, but also with customers to be able to act quickly on some of them,” Ford explained.
And of course, make sure you only touch where you belong.
“We never want to force our way in and have one of the ‘Hello, comrades’ moments, if you will,” Ford said. “But it must be genuine.”