Dive Brief:

• Online customizable furniture brand Joybird on Tuesday announced it launched its first national TV campaign ahead of Black Friday.
• The campaign, which is in partnership with Marketing Architects, is the first of two pilots. The second pilot will "support peak seasonality in January and February," the brand said in a press release.
• Joybird said it has experienced growing demand for its products and a TV campaign allows it to reach new customers. The campaign will air across both linear and streaming TV.

Dive Insight:

To help broaden its reach and access new audiences, DTC brand Joybird is jumping into TV advertising.

"Our goal is always to inspire new and existing customers to embrace their own sense of style and never settle when it comes to their home furnishings," Kimberly Gonzales, director of brand and customer relationship management at Joybird, said in a statement. "With the launch of our first national TV campaign, we aimed to highlight Joybird's wide range of unique and customizable product offerings, and this TV spot does just that."

The campaign, which features a commercial dubbed "Joy to the Bird," also comes as some retailers have moved away from the marketing channel. Crate and Barrel, for example, halted TV ads during 2019's holiday season for the first time in favor of social channels like Instagram.

But linear TV ads may still hold value. Shoppers of DTC brands were twice as likely to make a purchase if they were served ads on both linear TV and connected TV, according to a 2019 Telaria study done in partnership with Hulu. However, those same shoppers found connected TV ads to be twice as relevant as linear TV ads, per the report.

Joybird, like many retailers selling in the home goods space, said it has experienced heightened demand during the pandemic. The brand has been busy forming partnerships this year, such as with FloorFound, an online furniture resale platform, and Bari J, a lifestyle brand.