Introducing a Destination Waiting to Be Discovered
Green Front Furniture
Key Results
First Three Weeks Of Campaign
- 20% increase in daily sales, year over year
- +341% active site users month-over-month, nearly all from first-time visitors
- +288% new users to the Farmville visit page
- 2.5M+ campaign impressions delivered in month one
- 51% reduction in search cost-per-conversion following a mid-flight rebuild
- 520,000+ unique users reached on Meta at an efficient CPM
Hidden Potential
Green Front has been a beloved regional retailer since 1968, with nearly a million square feet of showroom space across 13 repurposed tobacco warehouses in Farmville, Virginia, with a second destination in Raleigh, North Carolina. But research surfaced something unexpected: this wasn’t a case of people knowing Green Front and misunderstanding it. Most people in-market had simply never heard of it at all. 79% of consumers were unfamiliar with the brand entirely. That reframed the challenge. This wasn’t about correcting a perception; it was about introducing a destination people didn’t know existed. In a category where big-box and e-commerce players compete on price and convenience, and high-end retailers compete on aesthetic authority, Green Front already had something neither could claim: an ever-changing, human-curated, physically explorable experience built for discovery, not transaction.
The Idea
DLA launched “Explore Beyond the Ordinary,” Green Front’s first brand campaign since its founding. Rather than advertise furniture, the work invites people into an experience, positioning a trip to Green Front as an adventure rooted in unexpected finds, not a chore. The campaign leaned into the tension between algorithm-driven sameness and the human desire for real-world discovery, showcasing the scale, character, and individuality of Green Front’s inventory across a range of creative executions.
The Results
Paid media launched across Meta, Google, and Programmatic Display in five Virginia and North Carolina markets — Richmond, Roanoke/Lynchburg, Charlottesville, Hampton Roads, and Raleigh. Within the first three weeks, the campaign delivered over 2.5 million impressions, drove a 288% increase in traffic to Green Front’s Farmville visit page, and lifted daily sales 20% year over year. A mid-flight rebuild of Search campaigns cut cost-per-conversion by 51%, with Raleigh’s search performance improving by 68%.