CB2’S PRE SUMMER SALE
Building an effective campaign look & feel for one of CB2’s largest events of the year.
CB2's furniture is beautiful, but it's expensive. The goal with this sale was to speak to their existing audience in an elevated way while making sure the broader public understood that this was (behind Cyber Monday) their biggest sale of the year, across all categories.
That campaign needed balance: creating urgency around high-value outdoor and indoor furniture without compromising the brand's visual language and tone.
Taking insights and recognizing specific patterns across the span of past holiday campaigns (July 4th, Cyber Monday) + the previous year's Memorial Day campaign, I leaned into seasonality and developed the creative around that. The hypothesis was simple: customers would respond to the natural tension felt right before the summer season begins.
Visually, that translated into photography that was atmospheric and aspirational rather than pushing products.
Midway through the campaign, we pivoted to featuring top-performing SKUs in email and SMS to reduce visual fatigue and keep engagement high.
Outcomes:
The sale outpaced past seasonal campaigns, with email engagement exceeding week-over-week averages.
Leading with ‘vibey’ lifestyle imagery increased email CTR and drove higher traffic to the sale landing page, reinforcing the effectiveness of an aspirational, mood-first approach over product-forward creative.