Finline Furniture, one of Ireland's leading furniture retailers, partnered with Buymedia to plan and execute their January Sale 2026 campaign. With a national media strategy spanning TV, radio, and print, and a bold first step into television advertising, combined with Finline's own in-house marketing activity, the campaign delivered exceptional results across every key performance metric.
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January is a critical trading period for furniture retailers, but standing out in a crowded post-Christmas market requires more than simply being present. Finline Furniture needed a campaign that would cut through, drive genuine footfall across their locations, and convert post-holiday browsing intent into real sales.
Buymedia identified a prime opportunity in live rugby on Premier Sport. With Ireland's provincial clubs competing across the URC and Champions Cup in late December and early January, the fixtures offered a highly engaged national audience of homeowners with strong purchasing intent — aligning well with Finline's core customer profile.
Beyond TV, the strategy called for a fully integrated national media plan. A broad radio presence across national and regional stations ensured consistent frequency throughout the sale period, while targeted print placements in key regional markets reinforced Finline's presence locally. Sky AdSmart and On Demand added household-level precision to the TV investment, and Finline's own in-house social advertising extended the campaign's reach further across their established audience online.
Buymedia's AI-powered platform was central to building and optimising the media mix. Sky AdSmart enabled household-level targeting at TV scale — delivering Finline's ad only to relevant homes, ensuring the TV budget was working efficiently rather than broadcasting broadly. Bonus spots negotiated across national ad local stations added incremental frequency at no additional cost, maximising value within the plan.
A multi-channel campaign spanning TV, national and regional radio, print, and digital gave Finline Furniture consistent visibility throughout the sale period — nationally and locally. A first move into television, placing Finline's brand inside some of the most-watched rugby fixtures of the winter, proved a huge success. With Finline's in-house marketing running alongside the Buymedia plan, the two worked in tandem to deliver a January trading period that set a new benchmark for the business.
We backed a strong media plan this January and it delivered. TV was a new one for us and we got great placements, but it was the full mix that drove the numbers. Delighted with the outcome across the board.
Ciaran Finane, Director, Finline Furniture
