How to Integrate Creative Marketing in the Furniture Design Space

November 20, 2023


Marketing within the furniture design industry requires a special touch. Campaigns must break through the noise and highlight everyday products in a captivating way. Altered State Productions, a leading creative agency, leads creative marketing for furniture brands through a series of innovative marketing strategies.

Co-Market with a Secondary Market

Co-marketing, a strategic partnership between two complementary brands, is a reliable strategy for expanding market reach and enhancing brand appeal due to the ability to share content across different audiences with similar interests. In the case of the Lemons and Me x I Love SwimShop campaign, a modern coastal furniture brand partnered with a luxury swimwear line.

Set against the picturesque Waimea, the campaign featured sophisticated editorial shots of models resting poolside amongst lush tropical foliage wearing designer swimwear meticulously accessorized. Through this curated styling, the aesthetics of both brands were blended seamlessly. The Co-brand campaign showcased the furniture in a unique lifestyle context and tapped into the swimwear brand's audience, leading to increased engagement and growth for both brands.

Engaging Through Social Contests

With the Pin-to-Win campaign, Altered State tapped into the potential of digital platforms. By integrating an interactive game with social media-friendly GIFs, they not only amplified Valyōu Furniture's online presence but also directly influenced consumer behavior, leading to engagement and increased sales.

This social media contest approach encouraged social media users to envision and share their ideal room using branded stickers and backdrops provided by the brand, effectively integrating user creativity with brand promotion. They achieved 200x audience increase, a 67x growth in online engagement, and 1.5 M generated in revenue.

Influencer Marketing Powered by SEO

The Feathers Destroyed campaign brought together some of the internet’s favorite influencers for a strategy that was engaging and far reaching. This case illustrates the combined power of SEO and video marketing. By focusing on the durability of Valyōu Furniture's Feathers Sofa, the influencers were recorded, and recorded themselves live while attempting to destroy the viral cloud couch dupe.

The campaign employed an SEO-optimized video strategy, which significantly boosted brand visibility and conversions.

Cinematic Storytelling Advertising

The Mario Capasa campaign took an innovative direction by using cinematic techniques to market furniture. By keeping the creator's identity a mystery and focusing on the luxury and elegance of the products, they crafted a narrative that was intriguing and captivating. This campaign shows how furniture design companies can leverage storytelling and cinematography, through professional video marketing services, to create a unique brand identity and emotional connection with their audience.

A Creative Approach to Media

These campaigns underline a crucial aspect of marketing in the furniture design space: creativity is key. By thinking outside the box and employing a mix of traditional and digital marketing strategies, this full service marketing agency has successfully navigated the challenges of the current market.

Altered State Productions' diverse and innovative campaigns represent a benchmark in marketing creativity for the furniture design industry. The most successful marketing strategies in this competitive field are those that mirror the innovation and artistry of the furniture pieces they promote.


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