BUILDING A BOY APARTMENT

CATEGORY TREND ON SOCIAL:
Men are sharing aesthetic content of their homes on social, referring to them as ‘boy apartments’.
Example | Example | Example

IDEA:
A humorous, episodic series featuring two young men graduating from tragic bachelor pad to a boy apartment.
Over the course of 8 episodes, Wayfair is building a boy apartment one throw pillow at a time.

The goal is to engage with our existing audience by sharing entertaining content,
while simultaneously planting the seed to speak to a new audience.

Season in progress - follow along here!