Campaign: It’s from Vivre!Brand: VivreClient: Vivre DecoSubmitted by: Vivre
Background/objectives:VIVRE is a Romanian startup, an e-retailer selling furniture and home decorations to customers in 9 markets from this region - Romania is its biggest market. VIVRE has a “flash sales” business model: the items it offers are always changing and available for a limited time only. Its homepage usually lists 10 collections (totaling ~100 products) that are renewed constantly every 3-5 days. This model depends on shoppers revisiting the website often but also acting quickly and purchasing on impulse.
Strategy:VIVRE’s target audience are mostly women, amateur interior designers who hunt for statement pieces to help them transform their homes in unique ways that fit their personalities and tastes. Detail oriented, they are starting to learn how to mix and match common popular items from the big Scandinavian furniture retailers with unique items from VIVRE to achieve a a creative and personalized overall design of their homes.The strategic approach of the campaign was to give upper middle class women who are amateur interior designers (of their own homes) the confidence to buy home furnishings on impulse (and online) by telling them that VIVRE.ro is the place where they’ll find furniture and decorations to fall in love with.The campaign was built around the simple idea that if you fall in love with it, “It’s from VIVRE” sung to the tune of Dean Martin’s famous love song “It’s amore!”. The classic melody, with lyrics rewritten to tell the story of love affairs between people and pieces of furniture or decorations, was the creative heart of the campaign and the red thread that connected the different executions across channels.
Results:The “It’s from VIVVRE!” campaign delivered a two digit increase in website visits and orders while the all-important Black Friday sales figures were more than twice bigger than those from the previous year campaign