Article Content Marketing/Social Media Mini-Campaign

Fall 2021

The project objective was to develop a content marketing/social media mini-campaign based on the creative brief my group and I developed for the Article TV spot. For this project, I collaborated with Catherine Connolly, Kasey Trapuzzano, and Sidney Scott.

Headline and Slogan

The campaign has two headlines. The first headline is “Find your style”. The second headline is “Make your vision a reality”. The campaign’s slogan is “You Do You”.

Rationale

The campaign centers around our big idea, which is that Article can provide their customers with furniture that matches their unique style, whatever it may be. To make this idea evident throughout the campaign, we chose the slogan “You do you” to express how Article caters to their customers individuality as well as the headlines “Find Your Style” and “Make Your Vision a Reality”. The purpose of the content is to direct viewers to our website with ease. Our blog posts center around helping answer viewers' design questions. Our first post focuses on decorating with a color scheme of gold and blue with the names of the Article furniture linked to taking the reader to the website. Our second post is “3 steps to Creating a Space that Reflects You,” with one of the headlines incorporated into the text and the furniture pieces linked to the website. The Instagram posts directly include and state the headlines in the images. The first post includes the headline “Find your style”. It inspires its customers while also asking them to take action. This engagement includes asking the viewers to comment on what room they would choose and directs those who may be in between options to our blog to help them solidify their style. The post includes three pictures, so the viewer has to slide to see them all and in turn stay engaged with the post. The hashtags include the slogan, “You do you”. The second post includes two pictures and includes the headline “Make your vision a reality”, which is split up across the two pictures. The pictures are a before and after of a room that is decorated with their Streamline Storage Bundle Set. The set is linked in the image (the black box on the second image). The Twitter posts are integrated with our blog posts and a big idea, with hashtags and links to intrigue viewers. Some of the tweets also incorporate our slogan and headlines. They show how Article can easily be integrated into their lives and styles. Overall, we wanted our big idea to stand out in our created content to help consumers realize they need Article to help them create a space that reflects who they are.

Blog Post 1: “A Guide to Contemporary Decorating With Blue and Gold”

Written by Lauren LaFlamme

What do parrots, jewelry, and some of the most beautiful estates in the world have in common? All of them may contain the color palette of blue and gold. Blue is associated with inspiration, loyalty, and open spaces. Gold is associated with wisdom, prosperity, and exuding elegance in a home. Blue pieces and gold accents will attract attention and demonstrate your exquisite taste of you as the homeowner.

Before you start decorating in the beautiful hues of blue and gold, think about what mood you want to establish. If a glamorous approach is desired, think of dark blues with gold accents. Our Sven Cascadia Blue Sofa paired with our Lucca Yarrow Gold Pillow Set will be sure to establish your home’s royal throne. For a more minimalist feel, our Pendula Gold Floor Lamp will light up your home. Pair it with the Bovi Pearl Blue Rug for a simple statement piece.

Article’s large selection of blue and gold expert-curated pieces will be sure to add touches of modern inspiration to your home. With texture, style, and scale in mind, you’re provided with everything to create a blue and gold space fit for you.

Blog Post 2: “3 Steps to Creating a Space that Reflects You”

Written by Catherine Connolly

Sometimes making the final decision is the hardest part when making a large purchase or investment. We can help you find the perfect option to help your home reflect who you are. Make your vision a reality, whether it is bright and bold, modern and sleek, or chill and relaxed, with these 3 steps everyone will know who you are just by walking in.

The first step is finding that perfect centerpiece, this is the foundation to the formula of creating a space for you. This could be the bed, dining table, couch, or whatever you want the focal point of the room to be. The Article Cigar Rawhide Brown Sofa is a perfect foundation for a living room if you’re looking for a large brown couch or the Tavora Vintage Brown Dining Table for 8 for the dining room.

Step 2 is finding the accessories to compliment your personality, being colorful pillows, blankets, table placemats, lamps, or plants, this is where you can let your creativity show. You can take a look at our expert-curated bundles if you need some inspiration. And the final step is showing it off, letting your space make the first impression, and then you can do the rest.