Urbandi brand repositioning
A FRENZY Case Study
THE CHALLENGE
Urbandi looked like every other brand in the category.
Competitors led with products, promotions and discounts. Urbandi did too. But when every brand competes on price, differentiation disappears.
Urbandi needed to give buyers a reason to choose the brand beyond the deal.
THE STRATEGY
FRENZY shifted the story from what Urbandi sells to what Urbandi makes possible.
We repositioned the brand around the belief that every home should reflect the people who live there.
That became U—a campaign platform centered on the customer, not the product.
THE MEDIA FRENZY GLOBAL APPROACH
Media
We activated the idea across the website, Google, Meta, social, email and search—wherever the audience was discovering, considering and buying.
Frenzy
Through divergent thinking, we moved beyond product features to create an emotional campaign about individuality.
Global
The platform was built to scale across U.S. audiences, markets and channels without losing consistency.
THE EXECUTION
FRENZY developed the story across the full customer journey, moving Urbandi from product-first messaging to human-first ideas:
Make It Yours
Built for You
Design Your Space. Live Your Story.
Sharper copy, stronger visuals, SEO-led content and paid media connected the brand to the spaces customers wanted to create—and how they wanted those spaces to feel.
THE RESULTS
In April, the campaign’s launch month:
- $1.26 million in gross revenue
- 6.03 media ROAS
- 4.80 blended marketing ROAS, including creative investment
- $209,192 in paid media spend
- $262,525 in total marketing investment
The campaign generated nearly five dollars in gross revenue for every dollar invested across media and creative—and more than six dollars for every media dollar spent.
THE OUTCOME
Urbandi is no longer competing as another product brand.
It is building a brand around the one thing competitors cannot copy: the individuality of its customers.
Not furniture for everyone. Furniture for U.
One thing competitors cannot copy: you.
