Home goods brand Parachute is expanding its messaging to TV for the first time as part of its "Let Outside In" summer marketing campaign.
"TV is an important storytelling vehicle, as it allows us to convey the tactile quality of the product as well as the visual aesthetic of the brand,” explains Luke Droulez, CMO of Parachute. "Although there is a higher cost associated with creative development, it comes with the ability to engage prospective audiences in new and unique ways."
Parachute's first national campaign debuts with 15-second ads running on broadcast and cable networks across all dayparts.
In addition, OOH ads will roll out over the coming weeks in New York City, Los Angeles, San Francisco and Chicago. The campaign will also appear on social media and in email newsletters.
"We developed our media plan based on past experience in testing different channels as well as our understanding of our key customer DMA’s," says Droulez.
The creative work, done in partnership with Interesting Development, features soothing music with images of people engaged in normal inside activities like sleeping in a bed but occurring outside. The idea is to inspire people to refresh their spaces with the brand’s modern goods.
"Given the nature of the creative, it was important that we develop an integrated campaign so that a prospective customer could be exposed to multiple media touchpoints before visiting the website or one of our stores," says Droulez.
Parachute has slowly grown both its footprint and media mix in order to appeal to a broader base of consumers. Founder/CEO Ariel Kaye originally launched the bedding company as a direct-to-consumer operation before expanding its product line and heading to retail outlets.