Building a
boy apartment

Client: Wayfair
Social Media Series

Insight:
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 built a boy apartment one throw pillow at a time.

Impact:
We gave our existing audience (millenial moms) entertaining, episodic content while simultaneously tapping a new demographic (20-something dudes).