During the first quarter of 2021 we had the honor of working with Doris Leslie Blau. The legendary New York City rug dealer needed to wanted to refresh their image and they tapped us to help.

The Challenge

How do you make high-end, hand-made rugs appealing to Millennials? Listen to them.

Why appeal to Millennials? Well, after making headlines a few years ago, Millennials are now involved in  73% of business purchases, according to Forrester. Thus, we aimed to present DLB to Millennial designers, architects, and FF&E specialists.

Antique Rugs For Modern Characters

To appeal to your target audience you should meet them where they are. Today, that means social media and digital. However, given that we were selling a high-end product, we needed the credibility of print. We decided on a 360 campaign spanning both mediums with "Antique Rugs For Modern Characters" as our message.

The Method

Content Production

We shot photo & motion picture for 2 days at the Interior Arts Building in New York City. We worked fashion designer Alexander Acosta to style our campaign, while photographer Sara Falco was in charge of visuals.

Digital Appearance

An animated campaign on social media networks drove new conversations into Doris Leslie Blau's inbox. From folks dabbling into design to up-and-coming designers.

Print Appearance

While print has seen a decline in readership, it can still be a wonderful investment. Magazines still offer a breath of credibility to its advertisers, as well as prestige. To take advantage of this we decided to reinforce our digital campaign in 2 magazines: Architectural Digest & Luxe. Arch Digest and Luxe are not only well read by the design community, they have the eyes of the new home buyer.

The Results

• New purchase inquiries through DLB's messaging channels.
• Over 600% increase in their social media engagement.
• Cleaner brand presentation.
• Consistent messaging.
• New recognition from a new audience.