Fernish, a furniture rental company based in Los Angeles, is betting big on its hometown team in the Super Bowl.
The five-year-old company kicked off a campaign on Monday promising retroactive discounts to customers who place orders using the code “hometeam” until kickoff Sunday, CMO Evelyn Krasnow told Marketing Brew.
How it works: Just how much Fernish will deduct from those orders depends on how well the Rams play.
- If the Rams win outright, customers get $125 off
- If they win by at least four points, $250 off
- At least 11 points: $375 off
- At least 18 points: $500 off
- 25 or more points: $1,000 off
Zoom in: For small brands, the Super Bowl is often out of reach in terms of advertising opportunities. But with the Rams playing at home this year, Krasnow said she saw a chance for the furniture company to get involved, especially since, for many people, the day revolves around the humble couch, one of the main pieces available for rent on Fernish.
“One of the things that created a unique opportunity for us is that the Super Bowl is really one of the biggest ‘home holidays’ of the year,” she said. “You’ve got a bunch of people coming over and you’re all literally on the couch.”
Fernish has been promoting the campaign on its website and Instagram account, which has more than 22,000 followers. The brand is new to TikTok, having just launched its account a couple of weeks ago, but it’s posting about the deal there, too, and has teamed up with a number of influencers, like Grandma of the NFL.
How it’s going: “Pretty well” so far, Krasnow told us. She said she’s seen orders rolling in this week, with a greater percentage of conversions from new audiences, and that Fernish’s customer service department is fielding questions about the deal, even from shoppers in cities where the brand doesn’t yet have a presence.
“If things still go in this direction, I think we may end up giving out more promotional value for this campaign than we did for all of 2021,” Krasnow said.—AM
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