Creating Consistent and Elevated Brand Impressions Through Multichannel Activation

For heritage furniture brands, identifying new audiences, and engaging with them on the channels where they live, is essential for continued growth.

The Ask

Work alongside our lifestyle branding partner, Britton Marketing & Design Group [BMDG], to develop a multi-channel activation strategy to increase brand awareness among new, younger audiences.

Our Solution

When working with successful brands like Arhaus, especially those that are fundamentally built around visual storytelling, our job is to help the brand tell those stories in a more effective and efficient way.

Every season, BMDG shot and produced catalogs for Arhaus, and the team at [B]RIGHT used these visual assets to create digital ad campaigns, social media content, email marketing content, and web collateral. All our efforts highlighted the connections between the brand and the craftspeople who created the products, which the brand’s existing audience segmentation work highlighted as a key want and need.

Activation and Marketing

For digital activation, we used the following goals to measure and attribute success:

• Primary goal: Increase engagement, prioritizing increased amplification (shares, RTs, reposts, etc.), conversations (social comments), and social applause (likes, hearts, etc.)
• Secondary goal: Social acquisition, with an emphasis on community building and management to foster healthy growth of qualified fans that could develop into brand loyalists and, eventually, evangelists
• Tertiary goal: Increase and drive purposeful traffic to the Arhaus.com website and blog

With these KPIs in mind, we devised a content marketing blueprint and assisted Arhaus with editorial and publishing strategy, social media content creation, email design and strategy, website asset refinement and UX review, and more.