This retail “blue blood” has struggled to find their way in the age of digital transformation. Although Pier 1 was fully engaged with Droga 5 (NYC), the home furniture and furnishings retailer engaged Hallaron as an idea incubator to bring fresh prospective and new ideas in support of local market activation. The client was trying to clarify their place in local retail markets even as they embraced an update to their aging legacy brand in the form of 2017’s “This is Me” campaign.
Contributing brand thoughts and creative ad strategy, Hallaron focused on influencer marketing in selected markets exploring campaigns that would create renewed relevance for Pier 1 at the community level. The agency wrote new copy and story boards for TV and web campaigns that helped personalize the customer journey. New TV spots focused on where inspiration comes from, how the key target audiences view Pier 1, and how they actually shop there – in the stores, through catalogs, or online.
