La-Z-Boy Social - Long Live The Lazy

La-Z-Boy already owns comfort. The job on social was to make that comfort feel current (stylistically relevant, seasonally timely, and scroll-stopping) without losing the brand’s cozy, relatable tone. Long Live The Lazy celebrates downtime as something you don’t have to justify.

Audience:

Millennial-and-older homeowners and comfort-seekers who want their space to feel inviting and stylish. People who treat home as their recharge zone and look to social for inspiration, seasonal vibes, and product ideas.

What they think:

“I want a home that looks good, but I also want it to feel good.” They love comfort, but don’t want “cozy” to read as outdated or boring.

The tension:

Social moves fast. Furniture is a considered purchase. We needed to turn a long-lead category into quick-hit moments that feel timely—supporting promos and launches while still building the brand every day.

Insight:

Rest is relatable (and shareable) when it feels earned, playful, and modern. If you can make “doing nothing” feel like a vibe (not a guilt trip), people lean in (pun intended).

SMCI (single-most compelling idea):

Rest is something to celebrate, not feel guilty about.

Reasons to believe:

• Comfort + style can coexist: write to both (headline-driven product benefits + lifestyle tone).

• Seasonal relevance: couch moments change with the calendar (holidays, colder nights, “stay-in” weekends).

• Always-on storytelling + retail support: content can build the brand and move specific promos/launches.