Industry Context
The furniture market in Romania is dominated by large producers who have been known and promoted by architects, designers, and influencers for a while now. Atelier September is a local brand owned by a united family. The skills and knowledge of the furniture industry were passed from father to son. Although they had a beautiful craftsmanship story, they lacked the means to communicate it.
Challenge
The goal was to raise awareness of the brand all around the country and change people’s focus from the renowned producers to this local one so that their sales would increase. In a pandemic context when the economy was badly shaken, people would preserve their money as much as possible and spend only the necessary. We had to market their products in a way that would convince people it was a good investment.
Strategy
After well-done research of the competition, we suggested an approach focusing mainly on Influencer Marketing. Using giveaways with pieces of furniture we rapidly managed to gain a lot of attention on their socials, so the orders started pouring too. We consulted and assisted on their shooting ideas and helped them find a visual identity. We also created a Valentine’s Day campaign for them with our collaborator Dima Dimov from the Luma Team. The campaign’s concept was created by our co-founder Carmina Bâlc and its idea was different people’s answers to the questions: “What does love mean to you?” and “When do you feel loved?”. From little kids to single people, married couples, and long-term married couples, they all gave their deep answers and advice, all while sitting on the Atelier September furniture in a wonderful, cheesy setup created by Ada Pop. Today, Atelier September is a well-known producer and grew its production to dozens of sets and models, a lot of them at the customer's request.
01.03.2021