From Home Furnishing Business
Durham Furniture Targets New Audiences with Social Media Contest
Canadian furniture producer Durham Furniture hosted its first-ever social media contest during the Spring High Point Market as part of its campaign to target the next generation of consumers.
A total of 660 entries were submitted for a chance to win a Serpentine Hall Console from the company’s Solid Accents Collection, which can be customized in more than 50 finishes.
“We’ve recently launched a strategic social media campaign aimed at not only reinforcing ties with our current retail and interior design partners, but also developing a relationship with the next generation of consumers,” said Luke Simpson, president and chief executive officer of Durham Furniture. “In just three weeks, our contest received 660 entries and 448 new followers on Facebook. These results demonstrate the importance of this communication channel and how impactful a contest can be for driving awareness of our brand with new audiences.”
The contest ran through April 26 and during that time, Facebook users were invited to enter by liking the contest post and commenting with the company’s newly launched social media hashtag, #SolidStyle. A second entry was received if the user shared the post. Users also had to be following the Durham Furniture Facebook page to be eligible to win.
Kelly Young, a consumer from Woodbridge, Ontario was randomly selected as the winner and will receive a Serpentine Hall Console, customized to her personal style from a selection of more than 50 finishes.
As part of the fulfillment process, the company also plans to take photos of the prize as it progresses through each stage of the manufacturing process –from the lumber yard to assembly to the finishing process – to share a unique “behind the scenes” look into the company’s 210,000 square-foot manufacturing facility in Durham, Ontario with its social media followers.