Bed Bath and Beyond Campaign

Client: Beyond, Inc. x Casual Precision Campaign: CTV Channels: CTV | Genre Targeting

About the campaign.

About the brand.

In June 2023, Overstock.com acquired Bed Bath & Beyond and rebranded its entire business under the Bed Bath & Beyond name in August 2023. Originally functioning as an online liquidator, Overstock sold surplus, returned, and excess inventory from other retailers. However, a rebranding was necessary. Since the rebranding in August 2023, the new Bed Bath & Beyond has launched significant marketing efforts to reposition the brand as an online-only retailer. This strategy aims to regain former Bed Bath & Beyond customers while also retaining Overstock’s existing customer base.

Challenges and Objective.

Bed Bath & Beyond has transitioned from a brick-and-mortar retailer to an online-only store, now operating under Overstock. With a $150 million marketing campaign focused on TV ads, digital outreach, and personalized marketing, the company aims to re-establish itself.

The primary challenge is winning back former loyal customers while maintaining the satisfaction of Overstock’s existing clientele.

Strategy and Media Activation

We executed an effective CTV campaign targeting two segments based on target personas.

Re-Engaging Former Bed Bath & Beyond Loyalists (Aged 35-65+):

We focused on family-friendly and news-oriented CTV channels, emphasizing the “new” Bed Bath & Beyond’s trusted products, quality, and value, similar to those offered through coupons.

Upselling Former Overstock Shoppers (Aged 25-55):

We targeted this group with deal-focused content, home improvement shows, and lifestyle programming, highlighting competitive pricing, flash sales, and our expanded furniture selection. We also utilized dynamic creative optimization (DCO) to showcase relevant deals effectively.

Outcomes.

The post-campaign brand lift study indicated a 30% increase in the association of “online shopping convenience” and a 15 to 20% increase in “wide product selection” across both demographics.