Making one of Britain’s best-known furniture brands feel at home on social

THE ASK:
DFS had decades of recognition and trust behind it, but its social presence needed to catch up with the way people now discover, consider and shop for their homes.

The brand needed more than traditional campaign assets reformatted for social. It needed a social-first approach that could engage new audiences, support major retail moments and deliver measurable performance across TikTok, Meta, YouTube and Pinterest.

The challenge was to modernise how DFS showed up without losing the familiarity, personality and brand equity that had made it one of Britain’s best-known retailers.

APPROACH:
What began as a brief to evolve DFS’s above-the-line campaigns for social has grown into a three-year strategic partnership, with Jungle operating as its retained lead digital agency and an extension of its marketing, brand and ecommerce teams.

We built a social operating model bringing together strategy, creative, production, influencer and performance. Instead of simply cutting down television assets, we create specifically for each platform, audience and objective.

Using DFS’s customer segmentation alongside platform insight and live campaign data, we developed creative for first-time furnishers, fashionable families, confident curators and DFS’s established customer base.

The result is a scalable system capable of delivering more than 1,000 assets a year across paid, organic and creator-led activity, while responding quickly to every key moment in the retail calendar.

Our work has spanned Winter Sale, Spring, Sofa Day, Black Friday, What's Your Thing? and Project Yellow featuring Shaquille O’Neal, with creative continually tested and optimised against performance.

DFS now has an always-on social ecosystem that moves at the speed of the platforms while remaining unmistakably DFS.