Daily News
From Home Furnishing Business
Kravet Revolutionizing Marketing Strategy with New Campaign
September 19,
2024 by Karen Parrish in Business Strategy, Industry 
Kravet, a legacy luxury design brand, is revolutionizing its marketing strategy under the guidance of new CMO Suzanne Cohen.
The company's recent ‘La Menagerie’ campaign for its Brunschwig & Fils brand - focused on showcasing the Palm Beach society photographer Nick Mele (who over the years has become known for his tongue in cheek, whimsical portraits of people in fabulously decorated spaces).
Also, Mele and his family in their actual home with everything from a llama in the family room to a peacock in the kitchen - showcasing a shift towards human-centric, voyeuristic storytelling that celebrates the creative class.
The results have been impressive - the first few months of the campaign have yielded over 400k impressions across digital platforms and significant web traffic and social media growth.
Some key facts:
Traditionally, Kravet has marketed its new products and was afraid to lean into a specific type of person. Their ads typically featured stacks of fabrics and were focused on the use (i.e. “for outdoor furniture” or “for curtains”).
Cohen suggested they tap into building out personas to better reflect the portfolio of brands, and her first move was to pick a human embodiment of a new line of product to show WHO it could be used for and HOW.
By featuring Mele's own home and family, they are offering an authentic, lived-in perspective. Mele himself shot the images and incorporated himself, his wife, two young boys and a menagerie of animals.
There’s an emphasis on the fact that the children and pets are encouraged to use luxury products in their home and that the images feature real life instead of a perfect lifeless room (and are not uber staged).
Kravet focused on producing digital and video content to increase engagement and reach a wider audience - especially those with Instagram accounts - who would engage with a voyeuristic point of view. Some of the YouTube videos that show the content they made can be viewed here: Nick give a tour of his home HERE and the campaign video can be viewed HERE.