DFS is an international furniture manufacturer and retailer. Operating for over 50 years and with more than 120 stores, DFS is one of the most recognisable furniture brands in the country and a household name.

As the Official Homeware Partner of Team GB since 2016, DFS has supported Britain's athletes through Summer and Winter Olympic Games alike, aiding the athletes' rest and recovery by furnishing the Team GB Village with sofas and providing comfort away from home.

The challenge

Continuing the partnership with Team GB for Tokyo 2020, DFS delivered a campaign featuring a multi-faceted content approach to engage audiences.

A new fabric blending British and Japanese styles was designed for a limited edition Team GB Yuttari product range; living room makeovers were provided to athlete ambassadors to support their relaxation; and the public was invited to compete against the nation's athletes at a series of "Armchair Athlete" games, bringing the Olympic spirit to people's living rooms.

DFS also delivered a live chat show "from the sofa" in a studio in Tokyo that gave viewers an opportunity to meet Team GB athletes and get a perspective on who they are after they've crossed the finish line and the timer has stopped.

The significance of the Team GB partnership for the brand meant that DFS needed a destination to direct people to.

As the campaign content was made-for-social and generally interactive and visual, DFS didn't want it buried within and solely spread out amongst a multitude of different social platforms where the messaging could risk being lost.

And so, with so many strands, DFS faced the challenge: how to create a single destination where audiences could experience everything without navigating multiple social platforms, where content could easily get lost.

"We needed somewhere to house and showcase all of this content. Somewhere you could experience everything going on in one place and see content you might have missed, without necessarily having to go to different platforms to view it."
Emma Liasides
PR Manager, DFS

The solution

DFS Team GB hub

An Amondo Gallery integrated into the "Team GB Hub" on the DFS website showcased posts from Team GB, athlete ambassadors, brand influencers, and DFS itself.

The gallery enabled users to explore the campaign seamlessly, while DFS collected insights on dwell time, clicks, and engagement.

"The Gallery brings everything together in a way that feels very natural, but that really showcases the breadth of content that was created around the campaign for consumers to interact with and enjoy."
Emma Liasides
PR Manager, DFS

Armchair Athlete

A dedicated gallery captured the Armchair Athlete games and brought together content from Team GB ambassadors and athletes, and community-powered content from the public, competing against one another.

"The managed curation service was the single best aspect. We set up the search brief, joined a WhatsApp group, and from there it's all taken care of."
Emma Liasides
PR Manager, DFS

Click-Through Tiles and product promotion

Amondo's interactive Click-Through Tiles directed audiences to explore the Team GB Yuttari range, learn how to participate in the Armchair Athlete challenges, and tune into the live chat show, linking content directly to measurable outcomes.

Mail Metro media partnership

DFS even embedded a gallery on a Mail Online microsite, featuring highlights of content from its core feeds on the DFS website and significantly expanding the campaign's reach.

"We wouldn't have had time to manage the housing and curation of all of this content. Amondo was a very cost-effective way of being able to get all of the content updated regularly."
Emma Liasides
PR Manager, DFS

The results

"We found that when people reach the content, they stay — the dwell times are great. The format performs really well, and for an ecommerce site, this is well worth knowing."
Emma Liasides
PR Manager, DFS

Using Amondo, DFS was able to create a single destination to bring together and showcase all strands of its campaign as the Official Homeware Partner of Team GB for Tokyo 2020.

Pulling together brand, influencer, and audience-generated experiences into a unified, immersive content experience helped viewers feel a greater emotional connection with the brand during a key campaign period, simplified the user journey for discovering campaign content, and boosted dwell times on the DFS website. The Armchair Athlete Gallery got 5.1% click-through rates to product pages, and across the board, the Galleries got over 60,000 impressions.

To explore more examples of how brands are using Amondo, check out our case studies here.