A Style Quiz: Interactive Content Strategy to Drive Showroom Visits | Content Marketing Case Study

For the Style Quiz Project, I identified a compelling entry point that would engage our target audience—designers and homeowners within a 50-mile radius of Ferguson showrooms. The centerpiece of this content strategy was an interactive “Find Your Style” quiz designed to provide immediate value while beginning a personalized customer journey.

The content strategy goal of the quiz was multi-faceted: to engage potential customers in a low-pressure way, help them articulate their design preferences, and create a natural bridge between online interaction and in-person showroom visits. I developed a thoughtful questionnaire that went beyond surface-level style preferences to uncover deeper connections between personal taste and regional design heritage.

Questions about weekend activities, preferred materials, ideal room characteristics, color palettes, and must-have furniture pieces allowed us to create genuinely insightful style profiles for each participant. The quiz results were carefully crafted to deliver personalized style insights.

Each result included a style name, brief description, key characteristics, typical regional influence, and practical tips for incorporating the style—providing immediate value while establishing Ferguson as a knowledgeable design resource, a key part of our marketing strategy.

Success was measured through multiple dimensions: quiz completion rates, email open rates for the follow-up sequence, article engagement, and ultimately, showroom visit conversions. But perhaps the most meaningful measure was how this approach transformed a simple showroom visit promotion into an educational journey that helped customers better understand and articulate their own design preferences.

This quiz-centered strategy solidified my belief that the most effective marketing meets customers where they are, provides genuine value first, and creates natural pathways to conversion that feel helpful rather than pushy. By focusing on self-discovery and regional design education, we positioned Ferguson as more than a product supplier, but as a true design partner.

See the full Style Quiz here!