A Comedian’s Viral Joke About Lovesac’s 24-Box Couch Assembly Wasn’t the Problem. The Company’s Response Was
An expert says such a culturally relevant marketing playbook can be clever—but only if brands execute it correctly.
Furniture brand Lovesac, best known for its premium cloud-like oversized beanbag chairs, is receiving backlash online after it attempted to create a cultural moment on social media.
Last week, Dallas-based social media creator and comedian Deric Cahill posted a video about his latest delivery and assembly of a Lovesac “sactional,” or sectional couch.
What happened
In the video, posted on August 18, Cahill
In the video, posted on August 18, Cahill jokingly referred to the delivery of the unassembled modular couch, which he told Inc. made up a total of 24 boxes, and its time-consuming assembly as “corporate terrorism.”
Much of the assembly of the modular components involves stuffing inserts into covers. Some of Cahill’s followers had even preemptively suggested he use gloves when he had shared his purchase to his users on his Instagram story, which he called a “VIP move” in his video.
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Many of his followers took to the comments to share their own experience or reaction to his five-hour assembly time.
8k and my husband and I almost got
“8k and my husband and I almost got a divorce putting this **** together,” one TikTok user wrote. Another user added, “as a FedEx loader, these always ruined my day.”
The following day, Lovesac CEO Shawn Nelson reached out to the comedian how we could take this further,” Nelson wrote, according to screenshots posted by Cahill
Source: www.inc.com
