Lulu and Georgia: Gradual Accumulation of Consciousness and Associations
Ta-da！Huating’s marketing channel!
Today I’m sharing a digital marketing campaign of Lulu and Georgia.
Lulu and Georgia is a well-known home decor and furniture brand that has gained recognition for its stylish and contemporary offerings in the world of interior design. Founded in 2012 by Sara Sugarman, the brand has positioned itself as a go-to destination for individuals looking to elevate their home spaces with on-trend and aesthetically pleasing products.
Digital Marketing Campaign
Content:
1. Showcasing photos of home decoration. On October 17th, Lulu and Georgia visited the LA home of celebrity model Jasmine Tookes.
2. Interview. Chat with her about all things fashion, home decor, motherhood, etc.
3. Product images and links. Lulu and Georgia products used by Jasmine Tookes.
4. Video of Jasmine Tookes being briefly interviewed in her home.
Digital platforms:
1. Lulu and Georgia website. Lots of content is posted in the “home tour” section. The “home tour” section has a lot of content posted, including all the relevant pictures, Jasmine’s conversation with the journalist, sharing her work experience, home style, and home decoration views. The Lulu and Georgia products she uses are all listed separately. I was able to jump to the product sales page by clicking directly on the product image.
2. Instagram. posted a photo of the product, Jasmine, and Jasmine’s home combined with a brief mention that Lulu and Georgia went to her home and chatted with her, and the audience can head to the stories for the feature.
3. Facebook. The same content posted on Instagram.
4. TikTok. Lulu and Georgia posted a video of Jasmine Tookes being briefly interviewed in her own home.
Campaign Objectives
The brand wanted to share Jasmine Tookes’ home tour to attract people who follow Jasmine to know about Lulu and Georgia; to recognize Lulu and Georgia as a trendy, popular, modern, quality brand; to follow the Lulu and Georgia account and to buy Jasmine’s products.
Is this a successful campaign?
- Statistically, I would hardly consider it a success as very few people saw and interacted with it. On TikTok, the video only had 1.1k views; on Facebook, the number of likes was no more than a hundred; and on Instagram, the number of likes was 400.
- Facebook and Instagram content’s are not engaging enough. People who follow celebrities want to peek into the lives of celebrities, so Lulu and Georgia could actually write out parts of the chat, such as the similarities between the Jasmine philosophy and Lulu and Georgia, and then make the whole home tour into an image. This way the audience is more likely to stay longer, and even if the audience only stays for a little while, they may still have a memory of the Lulu and Georgia idea keywords.
3. There are more appropriate ways to give this campaign more exposure, such as asking Jasmine to post a picture of her home on her Instagram with #Luluandgeorgia. Of course this may be subject to budgetary constraints.
But I think this campaign is worth doing.
I’ve seen Lulu and Georgia do a lot of home tours in the past year, where they go to the homes of celebrities and designers from all walks of life.
Although in the short term, very few people will see the content, in the long term, everyone who views the content will get the impression that the brand is popular and trendy with a lot of people who have good taste. I think this campaign and similar campaigns they’ve done before are building up this kind of brand association and image for the brand, which is very helpful. Additionally, Lulu and Georgia chose the right celebrity partners and made the design of the pages and all the images that fit the brand image that they wanted to create.
