FIRST LOOK: ‘Assemble the Bobs’ Campaign to Forge New Relationships, Strengthen Loyalty

Bob’s Discount Furniture has launched a national brand campaign, “Assemble the Bobs,” leveraging celebrities and influencers with the name, or a variation, of “Bob” to engage new audiences and continue reaching existing customers. 

According to Steve Nesle, chief brand officer of Bob’s Discount Furniture, there’s no simple answer when it comes to how to reach different audiences, but with this new campaign, the company expects to reinforce what customers already know about the brand and also introduce its value proposition to a larger consumer base. 

Part of the company’s key strategy, says Nesle, is personalization. 

“It’s very much driven by what you’ve bought from us,” he tells RIS News. “If you’ve bought a bedroom set from us, we will suggest the next logical purchase.”

[See more: Leveraging the 'Lifeblood' of Business: Scaling Personalization to Drive Customer Loyalty]

He emphasizes that the focus should be on consumers as humans, rather than on the transactional aspect. 

Highlighting Rob Schneider, Rob Van Winkle (“Vanilla Ice”), WWE Superstar Bobby Lashley, a likeness of artist Bob Ross, Roberto Hernandez, and the company’s founder, Bob Kaufman, the campaign features 30- and 60-second spots emphasizing the company’s core messaging of “stylish and quality furniture at affordable prices."