Wayfair pushes hard in Germany with major new ad campaign

Online retailer Wayfair has started a dedicated push to raise its profile in Germany with the launch of a new TV and marketing campaign.

Wayfair.de has secured German actress and TV presenter Barbara Schöneberger as brand ambassador for the campaign, in what represents the retailer’s first major TV marketing drive in this region.

The new ad was developed in-house at Wayfair’s Berlin headquarters and has already started airing on VOX, Pro Sieben, RTL II and Sat.1, among other local channels.

Alongside the TV coverage, the campaign includes email marketing, social media and direct mail support.

"We are thrilled to partner with Barbara Schöneberger for our first major 360° campaign in Germany," explained Martin Reiter, head of Europe at Wayfair.

"With her witty and uncomplicated manner, Barbara is the perfect brand ambassador for Wayfair. This campaign conveys to our German customers that at Wayfair, shopping for your home is both fun and easy – with a huge selection to fit any style or budget.”

Wayfair is gaining a reputation as an online innovator, thanks to its various trials and tech deployments. And last year, the company trialled physical retail space for the first time, with pop-up shops appearing in US shopping malls from November to the start of January.

The homewares and furniture e-tailer also became one of the first retailers to launch a mixed-reality experience using Magic Leap technology in 2018, with customers who have acquired the relevant headset able to view virtual products in their homes for a more immersive online shopping experience.

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