SPACES Drape Story Launch Campaign Strategy

Campaign At Hand: Launch of SPACES Drape Story

About SPACES Drape Story:

Drape Story, India's leading customised home décor brand, & SPACES, a thoughtfully innovative, premium home linen brand, from the House of Welspun, have joined hands to bring a superior customer experience to home furnishings purchasing!

Drape Story’s easy-to-use, tech-driven platform to customise and buy a wide variety of products such as curtains, upholstery, cushions, blinds, and wallpapers, when paired with the aesthetics, quality, and innovation of the long trusted SPACES' products, will not just provide customers a one-stop-shop solution for all their home décor needs but also disrupt the highly unorganised home furnishings market.

Challenges Faced:

• Highly Unorganised Industry

• Standing out in an exceedingly competitive marketplace

• Explaining an unfamiliar tech platform to a vast audience

Campaign:

The campaign motto was "Customised Furnishings, For You, By You."

Our intention was to depict that the brand caters to the highly informed customers of today, who have individualistic, unique, and diverse personalities, which is reflected in the way they furnish and decorate their homes.

As an agency, we wanted to position this collaboration as every customer’s Virtual Design Studio, where they have all the freedom to visualise & design every aspect of their purchase & make it their own creation, without so much as moving from their couch, thanks to the tech platform brought in by Drape Story.

Our Multi-pronged Approach:

1) Website: Transforming the website content, to reflect the Launch Campaign. This also helps maintain a visual continuity for leads moving from one platform to another.

2) Influencer Activations: To drive a higher rate of interactions & involvement for the Campaign from a distinct audience, other than the brand's own.

3) Social Media Campaign: Instagram and Facebook were the main carriers of the campaign. On these platforms, the emphasis was on the Launch Video, Product Offerings, and educational content to teach the potential consumer the purchase process for their customised offerings.

4) Paid Marketing: Integrating paid ad strategies to build brand awareness & instil confidence in the consumer that Spaces Drape Story meant business. An in-depth optimisation plan based on creative and audience performance throughout the paid campaign was crucial to the huge success.

The results, were way up there.

Over the course of the Launch Campaign, SPACES Drape Story's overall Social Engagement increased by 189%, Instagram Reach increased by 243%, organically, in under a month, owing to the combined efforts of the four main pillars of the campaign.