Make Home Yours: taking HomeGoods from product to purpose
Director: Oskar Holmedal @ Smuggler
HomeGoods had always been positioned as an off-price home décor retailer built on everyday value. But as online discount retailers exploded, value alone wasn’t enough. The story needed to evolve.
Research uncovered a deeper truth. In the post-recession era, people weren’t just buying things for their homes. They were looking for spaces that felt personal. Homes that reflected who they were and the lives they were building with the people around them. From that insight, a platform was born: Make Home Yours.
More than a campaign, it reframed HomeGoods from a place to find deals into a place to discover pieces that make a home feel like your own.
The result was double-digit growth year over year, particularly notable in an era when competitors were closing stores under pressure from Amazon. Just as importantly, the campaign strengthened emotional connection with shoppers, with 80% saying they would definitely return and 81% likely to recommend HomeGoods.
No matter who you are, home is what you make it. And HomeGoods is how you make home yours. This campaign celebrates the one place we can all truly call our own - home.
Agency: KBS
Director: Lisa Rubisch @ Park Pictures
The next iteration of Make Home Yours showed the idiosyncratic rituals that help make home ours…and how HomeGoods made it all possible
Director: Aaron Ruell @ Biscuit Filmworks