Case Study: La-Z-Boy boosts unaided awareness with Dig Insights

How La-Z-Boy transformed their brand by leaning into laziness

La-Z-Boy, a renowned American furniture manufacturer, faced the challenge of expanding its customer base beyond its aging core demographic. The brand's identity was so synonymous with its iconic recliner that it limited growth and resulted in low unaided awareness. Partnering with Dig Insights, La-Z-Boy sought to redefine the concept of "laziness" into a positive, culturally relevant brand platform to connect with younger consumers.

Dig Insights conducted a series of online focus groups and used its proprietary AI engine to synthesize findings and identify key themes. This research informed the new "Long Live The Lazy" campaign, which successfully repositioned the brand. The solution delivered a significant measurable impact, including a 35% increase in unaided brand awareness, a 200% increase in website traffic, and $1 billion in earned media impressions.

La-Z-Boy

Christy Hoskins

VP and Chief Marketing Officer