- Case Study -
Next PR helped amplify the launch of an exclusive new furniture line between Living Spaces, a national furniture retailer, and HGTV personalities and home experts Drew and Jonathan Scott.
Despite widespread virtual event fatigue among the media, Next PR was tasked with conducting a virtual media event for Living Spaces’ new designer partnership with Drew and Jonathan Scott.
The Next PR team needed to get creative with a remote event that attracted reporters and generated national and local awareness for this collaboration.
HOW WE GOT THERE
To start, Next PR tapped into influential local reporters who typically don’t attend Living Spaces events, bringing a fresh batch of media members to the virtual event and hoping to directly impact local product sales. These reporters came from Living Spaces’ core market regions, as well as locations that inspired the themes in the furniture collection.
A total of 20 top-tier and local reporters attended the invite-only, virtual media event where Drew and Jonathan walked them through footage of the new collection and demonstrated the core furniture pieces on the set.
After the exclusive preview, a panel discussion was held where attendees were given the opportunity to ask any questions they had about the collection.
To amplify the event across multimedia platforms, Next PR leveraged previous relationships with Apartment Therapy editors to facilitate a consumer-facing social media takeover on Apartment Therapy’s Instagram page for launch day.
During this takeover, followers could ask Drew and Jonathan design questions as well as questions about the new line through an Instagram Story Q&A. Their responses were shared in a series of videos with shoppable links.
Google Analytics Goal Completions
Nine articles promoting the new furniture line were published in outlets such as People Magazine, Realtor.com and PureWow, which were then syndicated 15 times across local Living Spaces markets.
More than half of online placements featured backlinks to the Living Spaces website, driving 1,840 web users, 491 social engagements and three “store locator” requests. The People Magazine placement drove 40 Google Analytics goal completions, including five products added to shoppers’ carts as a direct result of the article.
On launch day, the social media takeover with Apartment Therapy reached an audience of 3.2 million home design lovers and drove new followers to Living Spaces’ social channels.