Viewed as a highly promotional brand, centered around offers and sales, Conn’s HomePlus had a challenge creating more meaningful and emotional connections with their best consumers. To address this issue on social, the content strategy was designed to make the brand more approachable, with the goals of improving sentiment and customer loyalty.
To do so, the creative storytelling looked to change perception of the brand promise, from transactional to transformative. This new narrative meant putting less focus on product and financial benefits, and greater emphasis on how those benefits translate into meaningful, life-changing experiences. From amplifying customer testimonials, and providing helpful home tips, to creating fun engagement concepts and spotlighting employee and user-generated content – Conn's HomePlus was able to create richer brand experiences and deeper consumer relationships.