La-Z-boy

Sector Food & Retail Sector
Provided Services Social Media Management & Content Creation
Provided Services Content Production
Provided Services Website Design & Development

1,774%

Follower Growth

+1,774%Follower GrowthReaching 26,127 followers across social media platforms.

113.7K

Engagements

Generated in 2024, representing a +17% year-on-year increase.

20.5M

Impressions

Achieved across digital platforms, with +74% growth.

2,279+

Posts Published

Representing a +308% increase in content output.

About the Project

a-Z-Boy is a globally recognized furniture brand known for its recliner chairs and comfort-focused furniture solutions. In Saudi Arabia, the brand is represented by Bed Quarter Company, working closely with the global La-Z-Boy team to maintain consistent brand standards and positioning.

Despite its strong international reputation, La-Z-Boy faced a key challenge in the Saudi market: the brand name had become widely associated with recliner chairs in general, making it difficult for consumers to distinguish authentic La-Z-Boy products from generic alternatives.

Since 2022, MAZ NEXA has partnered with La-Z-Boy Saudi Arabia to strengthen its digital presence, clarify its market positioning, increase brand awareness, and support e-commerce growth through localized strategies and culturally relevant content.

Objectives

Strengthen La-Z-Boy’s positioning as the authentic and original recliner brand in the Saudi market
Increase brand awareness and digital visibility across key social media platforms
Build stronger engagement through educational, entertaining, and locally relevant content
Support e-commerce growth by optimizing the online customer journey and expanding sales channels
Develop localized content that resonates with Saudi audiences while maintaining global brand guidelines
Establish a stronger connection between the brand’s heritage, product quality, comfort, and lifestyle offering

Challenges

Brand Misconception: Addressing the widespread perception that any recliner chair could be referred to as a La-Z-Boy.
E-Commerce Expansion: Creating a seamless online shopping experience and expanding the brand into additional digital marketplaces.
Competitive Digital Landscape: Strengthening the brand’s visibility and differentiation within a highly competitive furniture market.
Brand Education: Communicating the brand’s heritage, authenticity, and product value in a simple and engaging way.

Solutions

Developed a localized social media strategy specifically tailored to the Saudi audience, combining brand awareness, education, product communication, and entertainment.
Optimized La-Z-Boy’s e-commerce presence and activated the brand on Amazon Marketplace, creating additional customer touchpoints and simplifying the purchasing journey.
Created educational content highlighting La-Z-Boy’s heritage and authenticity, helping customers understand the distinction between La-Z-Boy products and generic recliner chairs.
Implemented continuous community management, responding to customer inquiries and building stronger interactions between the brand and its audience.

Scope of Work

The project involved an integrated digital partnership covering social media strategy, content production, community management, campaign execution, e-commerce, and performance optimization.

MAZ NEXA developed a localized communication strategy that translated La-Z-Boy’s global brand identity into content designed specifically for the Saudi market.

The scope included full social media management, locally produced photography and video content, creative campaigns, community engagement, e-commerce optimization, Amazon Marketplace activation, and ongoing performance reporting.

Through this integrated approach, La-Z-Boy significantly expanded its digital presence, generating more than 20.5 million impressions, over 113,700 engagements, and substantial audience growth across its social media platforms.