If the last few years have done anything, it’s that they’ve changed our relationship with our homes. Once the place we would pass through at the start and end of the day, our homes have now become an office, a gym, a playground, and a reflection of who we are. For home and garden brands, that shift has completely redefined the role marketing plays in how consumers discover, choose, and fall in love with brands.
Home Goals was created to capture this moment.
As the first book in the Goals series, Home Goals is a celebration of the most inspiring digital marketing campaigns in the home and garden sector, from household names to fast-growing challengers. It showcases the brands raising the bar for creativity, customer experience, and commercial impact.
The 75 brands chosen to feature in Home Goals didn’t just make the cut because they delivered strong results. They showcase what outstanding marketing looks like today. From global powerhouses to ambitious disruptors, a few consistent standouts kept appearing; signs of a bigger shift in how the smartest brands are showing up.
After plenty of debate and countless cups of coffee, there were five key insights which resonated across the book.
Across every category, the strongest brands share one thing in common: a deep understanding of real life at home. They’re not just selling products; they’re solving everyday problems, enhancing routines, and tapping into emotions tied to comfort, identity, and aspiration.
Ninja, for example, turns kitchen appliances into lifestyle upgrades, not just tools. The Ninja Creami isn’t just an ice-cream maker - it’s an opportunity to experiment low-calorie, high-protein treats, indulgent desserts, or other wellness-friendly recipes. The Ninja Outdoor Oven is a way to make mealtime memorable, whether that’s pizza nights with the family, or creating a David Beckham-worthy gourmet mushroom moment. With marketing that connects with real-life routines and social buzz, Ninja products become essential, not just optional.
In a crowded market, safe marketing is invisible marketing, and many of the standout brands in Home Goals succeed because they are unmistakably themselves. They lean into strong points of view, distinctive tone of voice, and creative bravery.
Even when it means being provocative.
Vinterior’s tongue-in-cheek war on flat-pack furniture (“No Swedish meatballs. No instructions. No divorce.”) doesn’t just make people laugh. Their playful, on-point one-liners turn preloved, vintage, and antique furniture into something much more desirable, creating a marketplace where eco-conscious choices feel stylish, personal, and fun.
These memorable brands don’t try to please everyone; they build loyalty by standing for something and expressing it consistently across every touchpoint.
One-off campaigns may drive short-term spikes, but the most resilient brands - such as Blendtec - are showing us why investing in community can beat the flashiest of campaigns.
Their seriously-shareable “Will it blend?” videos didn’t just entertain. They created a tribe. By blending everything from iPads to glowsticks, they sparked curiosity, laughter, and conversation, turning viewers into loyal fans who kept coming back with their own ideas.
That audience isn’t passive. It informs product development, fuels social engagement, and spreads the brand’s story organically. Blendtec shows us that nurturing a passionate community builds lasting connection and impact.
Because people don’t just buy products. They join something they care about.
The brands featured in Home Goals don’t copy and paste content across platforms. They understand that each channel has its own culture, behaviour, and role in the customer journey.
Poodle & Blonde are a masterclass in this approach. On Pinterest, they embrace the platform as a search-led discovery engine, rather than just pushing ads for the sake of it. By pairing trending keywords like “Cowgirl Autumn” with aspirational lifestyle imagery, they make inspiration and shopping feel seamless. Each visual tells a story that fits naturally with how users explore, all whilst still highlighting the products they want to sell.
Sustainability runs through Home Goals, but rarely as a headline gimmick. Instead, the strongest brands weave it naturally into product design, operations, and storytelling.
OceanSaver’s “The Ocean Will Thank You” campaign leant on a narrative of making eco-friendly choices fun, memorable, and rewarding. From animated singing crabs to TikTok collaborations and location-targeted ads, OceanSaver celebrated small everyday actions like switching to plant-based, plastic-free cleaning products.
Plus, by tying social sharing to donations for ocean conservation, they turned their community into advocates, provide that sustainability can be positive, playful, and genuinely impactful.
Home Goals isn’t just a showcase; it’s a benchmark.
It’s a look at how home and garden brands are keeping up with cultural shifts, new tech, changing expectations. More importantly, it shows that the brands that stand out in this space are the ones not chasing trends, but rather going the extra mile to understand their audience, delivering value at every stage of the journey.
Here’s to creating brand experiences customers love and talk about, all from the comfort of their own sofas.
