DFS is an international furniture manufacturer and retailer. Operating for over 50 years and with more than 120 stores, DFS is one of the most recognisable furniture brands in the country and a household name.
As Official Homeware Partner of Team GB since 2016, DFS has supported Britain’s athletes through Summer and Winter Olympic Games alike, aiding the athletes’ rest and recovery by furnishing the Team GB Village with sofas and providing comfort away from home.
Continuing the partnership with Team GB for Tokyo 2020, DFS delivered a multi-stranded campaign.
A new fabric blending British and Japanese styles was designed for a limited edition Team GB Yuttari product range; living room makeovers were provided to athlete ambassadors to support their relaxation; and the public were invited to compete against the nation’s athletes at a series of ‘Armchair Athlete’ games, bringing the Olympic spirit to people’s living rooms.
Finally, DFS delivered an as-live chat show ‘from the sofa’ in a studio in Tokyo that gave viewers an opportunity to meet Team GB athletes and get a perspective on who they are after they’ve crossed the finish line and the timer has stopped.
The significance of the Team GB partnership for the brand meant that DFS needed a destination to direct people to. As the campaign content was made-for-social and generally interactive and visual, DFS didn’t want it buried within and solely spread out amongst a multitude of different social platforms where the messaging could risk being lost. The brand was looking to create a single place where someone could see a piece of content from one strand and bounce to another piece from another strand — and this needed to be possible within a primarily e-commerce website.
"We needed somewhere to house and showcase all of this content. Somewhere you could experience everything going on in one place and see content you might have missed, without necessarily having to go to different platforms to view it."
An Imprint was integrated into the ‘Team GB Hub’ on the DFS website and ran throughout the campaign period. This brought together campaign content into a single setting, allowing the brand to showcase multiple campaign strands and feature posts from Team GB, athlete ambassadors, brand influencers and the brand itself.
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"The Imprint brings everything together in a way that feels very natural, but that really showcases the breadth of content that was created around the campaign for consumers to interact with and enjoy."
A second Imprint captured the Armchair Athlete games and brought together content from Team GB ambassadors and athletes and UGC from the public, competing against one another.
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"The managed curation service was the single best aspect. We set up the search brief, joined a WhatsApp group, and from there it's all taken care of."
Amondo’s Click-through Tiles were featured across each Imprint, enabling DFS to promote its Team GB Yuttari product range, direct viewers to information on how to compete in the Armchair Athlete challenges and promote the live chat show from Tokyo.
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Finally, the flexibility of Amondo’s technology enabled DFS to embed an Imprint in a Mail Online microsite, featuring highlights of content from its core feeds on the DFS website. This media partnership significantly extended the reach of the campaign and awareness of and engagement with the partnership.
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"We wouldn't have had time to manage the housing and curation of all of this content. Amondo was a very cost effective way of being able to get all of the content updated on a regular basis."
"We found that when people reach the content, they stay — the dwell times are great. The format performs really well and for an e-commerce site this is well worth knowing."
Using Amondo, DFS was able to create a single destination to bring together and showcase all strands of its campaign as the Official Homeware Partner of Team GB for Tokyo 2020.
Pulling together brand, influencer and user-generated content into a unified, immersive content experience helped viewers to feel a greater emotional connection with the brand during a key campaign period, simplified the user journey for discovering campaign content — and boosted dwell times on the DFS website.
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If you would like more information about our project with DFS or would like to discuss working together, drop us a line at hello@amondo.com
