GALE and Bob’s Discount Furniture have launched a new six-part, social-first reality series, “‘Till Decor Do Us Part," which invites couples to take a leap of faith by giving their partners 100% decision rights in designing the room of their dreams. The series strives to expand Bob’s brand awareness through entertainment-centric, culturally relevant campaigns.
Created by GALE, “‘Till Decor Do Us Part” features comedian Gabby Bryan as the host and six real-life couples as the contestants. Each episode showcases one partner shopping for furniture while the other, along with the host, watches and comments in real time from the sidelines. While the series highlights the design tensions many couples face—such as a style-savvy partner paired with one less experienced—it also demonstrates how Bob’s Discount Furniture offers solutions that meet both tastes, bridging stylistic differences without compromising on affordability. “‘Till Decor Do Us Part” will also feature an always-on TikTok and Instagram content strategy with a variety of recurring features, including a Where’s Waldo-style furniture hunt called “Find the Bob” and heartfelt sendoffs for questionable design choices called “Furniture Eulogies.”
Of the campaign, GALE Managing Director, Creative, Josh Braithwaite said, “To be effective today, brands across industries must embrace modern storytelling. To develop ‘‘Till Decor Do Us Part,’ we didn’t start with a TV script—we started with how people actually engage on social media. The result is something that is entertainment first, advertising second—which is exactly how brands earn attention today.”
In a landscape where marketing is rapidly evolving, Steve Nesle, Chief Marketing Officer of Bob's, highlighted the importance of connecting with new audiences where they are–on their phones. “Traditional advertising has an important place in our full stack marketing strategy,” said Nesle. “But increasingly we need to connect with new audiences in the platforms they frequent with the kind content they consume."
“Engagement is the name of the game,“ added Nesle. “Yes, we want to reach new audiences, but more importantly, we want them to interact with us.”
