HFA launches campaign to pay tribute to retailers

The Home Furnishings Association announced the launch of its 100×100 — The Voices of a New Era campaign as a way to pay tribute to retailers.

“HFA was formed out of big challenges confronting the industry. In 1920, we were dealing with the Spanish Flu,” said Jesús Capó, president of HFA and vice president of El Dorado Furniture. “It’s a remarkable coincidence that our Centennial saw this big new challenge in 2020. It only seems appropriate that we observe our Centennial by focusing our attention on the retailers that make this industry so special.”

The campaign focuses on retailers and their unique stories. HFA invites them to create and submit video content and imagery that present the story they want to tell.

Retailers can visit www.myhfa.org/100 to see a launch video featuring Capó and to learn more about the campaign, including how they can participate. The campaign will take place in Instagram (@my_hfa), including IGTV, as well as HFA’s various social platforms. The landing page will also house the videos as they are released. There is no cost to participate, and no requirement to submit highly professional content. The agency is seeking both professional and organic content, which it can edit to produce finished content.

“Several engaged retailers have already started the process of creating unique content to share. Some retailers are also celebrating a big anniversary, while others have found new avenues to succeed during the pandemic,” said Jason Pires, creative director and owner of Furniture Branding, the HFA’s marketing agency partner. “It’s these unique stories that we want each retailer to author and share; it’s up to them. It’s exciting that HFA can help decentralize the conversations happening in the industry and further broaden the horizon.”

Thomas Lester is Digital/Managing Editor for Home Accents Today. A graduate of Emory & Henry College’s Mass Communications program, Lester spent a dozen years working for newspapers in Virginia and North Carolina covering an array of subjects, ranging from community news, government, education, ACC sports, professional baseball and more before joining Home Accents Today in 2013. Reach out to me with your story ideas, tips and more at [email protected].