wild sage - bed, bath & beyond

The first thing that comes to anyone's mind when they hear the words Bed Bath and Beyond: a big book of coupons. not exactly the association you want when launching your first Gen Z–focused line. That was the challenge with Wild Sage, a collection designed for a younger, style-conscious consumer but sold in a store where the average shopper was twice that age. We knew Gen Z doesn’t just buy products, they buy stories that reflect their identity. Your space, your story became our guiding idea, positioning Wild Sage as a brand that helps young consumers create spaces that tell their story. For the first time in BB&B history, we built a dedicated social presence for a sub-brand with a fresh voice, a new vibe, and content that felt more like your cool friend’s feed than a store ad (or mailbox full of coupons, RIP). Led by a vibrant creator community program and giveaways, the account catapulted past 60K followers and wild sage went from a “new product line” to “wait, this is from Bed Bath & Beyond?!”

Bonus pics included of Wild Sage’s most dedicated creators: myself and my dad! 
View the instagram here.