A sofa brand sold by its five-year-old sofas, filmed in the homes that wore them in.
Lived In
.
+35%
Sofa sales against last year
Loam Furniture
Home
· 2023
Client
Loam Furniture
Sector
Home
Markets
UK, Ireland
Channels
Creators · Social · Retail
Timeline
10 weeks
Loam makes sofas built to last twenty years. We proved it with the ones customers had owned for five.
The challenge
Furniture ads are always brand new.
Sofa advertising shows empty, perfect rooms and a sale price. Loam costs more than the high street, and its whole case was durability, which a showroom photo can't show. Customers were buying cheaper sofas and replacing them every four years.
A 2018 Loam sofa in Margate, after two children, one dog and a house move.
The idea
Show us the stains.
We asked owners to send in their oldest Loam sofas, then visited fifty of them. The families filmed real life on real sofas: the dog, the spilled wine, the cover washed for the hundredth time. Every film ended with the sofa's age and the only repair it had ever needed.
Sunday afternoon in Leith, and a cover washed for the hundredth time.
What we made
Fifty home films with the owners as the cast, and a showroom furnished with customers' own sofas.
50 home films with owners and creators
Lived In showroom of customers' sofas
Repair and cover-wash guide
Paid social to new homeowners
Trade-in offer on any old sofa
Ten weeks in
+35%
Sofa sales against last year
+£310
Average order value
6,800
Owner stories sent in
“We spent years hiding the wear. Showing it sold more sofas than any sale we have run.”
