{"id":20766,"date":"2025-10-13T15:23:00","date_gmt":"2025-10-13T19:23:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20766"},"modified":"2026-10-14T15:20:42","modified_gmt":"2026-10-14T19:20:42","slug":"field-to-fandom-where-storytelling-meets-performance","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/field-to-fandom-where-storytelling-meets-performance\/20766\/","title":{"rendered":"Field to Fandom: Where Storytelling Meets Performance"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By <a href=\"https:\/\/www.linkedin.com\/in\/beckyworkhorsestudio\/\">Becky Johnson<\/a>, Advertising Week Writer &amp; Podcast Host<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"More Than the Game: Building Brand Connections Across Sports Culture\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/cpisYqWqbxM?start=1&amp;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Wayfair\u2019s investment in football began with the place where many fans experience the game: their living rooms. In our Advertising Week New York session, \u201cField to Fandom,\u201d Wayfair and Paramount discussed how a campaign featuring Matthew Stafford and his family connected that setting with furniture, storytelling and measurable performance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mary Kate Callen, Senior Vice President of Market &amp; Cultural Intelligence at Paramount Advertising, moderated the conversation with Amanda Evans, Global Head of Brand, Insights &amp; Partnerships at Wayfair; Dayo Harewood, Senior Vice President, Creative at Paramount Media Labs; and Neil Greskiewicz, Vice President of Ad Sales at Paramount Advertising. The panel opened with the campaign spot, which featured Matthew, his wife, Kelly, and their four daughters navigating the chaos of family life.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02511-1024x576.jpg\" alt=\"\" class=\"wp-image-20784\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02511-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02511-300x168.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02511-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02511-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02511-2048x1152.jpg 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02511-640x360.jpg 640w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02511-320x180.jpg 320w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Amanda said the connection between football and home made the partnership a natural fit. Wayfair wanted to establish a stronger association with the living room, while its research pointed toward customers wanting spaces where everyday life could happen freely.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dayo described the creative starting point as a familiar problem: a growing family looking around a room and realizing it no longer works for them. The Staffords offered a way to show that experience through a recognizable family without losing its relevance to viewers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe took a high profile family, that universal truth that they\u2019re probably living when you don\u2019t see them on TV and try to make it as relatable as possible,\u201d Dayo said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The spot shifted from Matthew\u2019s football identity to his role at home. For Amanda, that connection mattered because Wayfair had committed substantial advertising investment to football, and the creative needed to give viewers a reason to remember the brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBecause otherwise, if you don\u2019t have breakthrough and you don\u2019t have a story, well, you just have expensive entertainment,\u201d Amanda said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neil added that a celebrity association has to make sense to the audience. The family setting gave the campaign a recognizable experience beyond the athlete\u2019s fame, while the furniture addressed the practical needs shown in the story.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02501-1024x576.jpg\" alt=\"\" class=\"wp-image-20785\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02501-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02501-300x168.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02501-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02501-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02501-640x360.jpg 640w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02501-2048x1152.jpg 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02501-320x180.jpg 320w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The partnership also extended beyond football. Neil described the NFL as a major awareness opportunity, but said advertisers should consider what those viewers watch elsewhere, including entertainment and children\u2019s programming.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By carrying a campaign across those environments, a brand can build on its initial exposure. Amanda said Wayfair tested the spot with sports and non-sports audiences, and it performed well with both, including NBA viewers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wayfair\u2019s brand and performance teams worked closely throughout the process. Amanda said brand growth takes time, but that does not excuse vague results; the performance team helps assess whether the work is moving in the right direction.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cJust because you\u2019re a brand marketer doesn\u2019t mean that you can be vague on results, right?\u201d Amanda said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neil said the same principle applies to partnerships of different sizes. A brand needs a central moment around which it can build its campaign, whether that means an NFL investment or an integration in a streaming show, with creative and distribution suited to its budget.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The discussion then turned to a small script change that illustrated where human judgment fit into Wayfair\u2019s testing process. The team initially wrote a football-style play call, \u201cLet\u2019s run Purple 42,\u201d but captured alternatives in case the reference did not connect with viewers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On set, the team chose \u201cLet\u2019s run Wayfair.\u201d Amanda said that specific decision was not tested; she and the creative lead agreed it was the right choice for the brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dayo said the change also supported the campaign\u2019s wider appeal. A football audience could recognize the play-call structure, while viewers outside that audience could still follow the story and connect the line directly with Wayfair.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02520-1024x576.jpg\" alt=\"\" class=\"wp-image-20786\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02520-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02520-300x169.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02520-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02520-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02520-640x360.jpg 640w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02520-320x180.jpg 320w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02520-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The furniture was part of the action throughout the spot. Storage, a coffee table and a sofa helped show the challenges of the family\u2019s existing room before Wayfair transformed the space.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dayo said that approach allowed the products to demonstrate their role in family life without interrupting the story. For Amanda, showing an entire room added complexity because the creative had to communicate how the pieces worked together.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before launch, Wayfair tested concepts, scripts and rough cuts. Amanda described using eye tracking and facial responses to examine attention and emotion, alongside research into brand trust and perceptions of quality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Amanda said the spot performed well in rough-cut testing. Although media results were still early, she said her team had identified it as one of Wayfair\u2019s top-performing sports ads to date.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI had helped speed parts of the research process, Amanda said, including customer interviews conducted by an AI interviewer the team called George. The technology allowed interviews to run over a weekend, but Amanda emphasized that faster work should not mean skipping steps or removing human judgment.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02489-1024x576.jpg\" alt=\"\" class=\"wp-image-20787\" style=\"width:1024px;height:auto\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02489-1024x576-1.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02489-300x169.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02489-767x431.jpg 767w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02489-1536x864.jpg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02489-640x360.jpg 640w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02489-320x180.jpg 320w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/AW26_ID490-FIELD-TO-FANDOM-A-PLAYBOOK-FOR-MAKING-BRANDS-PART-OF-THE-GAME_02489-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Sarah Merians Photography<br><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Trust between teams was another recurring theme. Neil said successful campaigns require people to share responsibility and rely on colleagues\u2019 expertise, while Dayo credited Wayfair\u2019s clear understanding of its brand with making creative collaboration more productive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That coordination continued through the launch. Amanda described a schedule that connected the spot with social posts, executive participation and a People magazine exclusive, giving the campaign support beyond its television placement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Asked for a final lesson, Amanda returned to the principle behind the family-focused creative. For all the testing and planning, the work still needed a story people could recognize.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI would constantly remind ourselves that everyone connects with a story,\u201d Amanda said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><a href=\"https:\/\/www.linkedin.com\/in\/sarah-merians-5921415\/\">Sarah Merians Photography<\/a> for Advertising Week<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our Advertising Week New York session, \u201cField to Fandom,\u201d Wayfair and Paramount discussed how a campaign featuring Matthew Stafford and his family connected that setting with furniture, storytelling and measurable performance.<\/p>\n","protected":false},"author":26,"featured_media":20782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[55],"topics":[2],"class_list":["post-20766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awny-2026-partner","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Field to Fandom: Where Storytelling Meets Performance | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/field-to-fandom-where-storytelling-meets-performance\/20766\/\" \/>\n<meta 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