The Trends & Influences Publication
The Trends & Influences book has been released annually for 10 years.
For the 10th edition, my team wanted to make it exceptional.
The goal each year is to position upscale home products from vendors as trendsetting, to promote the company as thought leaders in the home design and improvement industry. After all, our offerings consistently align with the upcoming home trends.
The Process
The process began early in 2023, with extensive research by my team to predict emerging home design trends for 2024.
The book is the centerpiece of the campaign. A multi-page, full-color spread, it features stunning home designs, vendor spotlights, influencer and designer quotes, and trend insights. The book is distributed in upscale showrooms, sent to a curated mailing list, and available in a digital, shoppable format on the website.
There is a coordinated simultaneous launch across major cities with showrooms. The showrooms also host live events throughout the year to help promote the trends.
SEO-optimized articles are written and hosted on the site for each trend. They highlight the evolution of the trend, vendor profiles, and design tips. Each design trend article links to shopping pages for customers to easily purchase features items. The article content is promoted through monthly email campaigns, on vendor websites, industry blogs, and lifestyle magazines.
The articles and shopping pages are further used to support visually appealing, keyword-intuitive content for Instagram, Pinterest, and Facebook.
The team creates captivating video promos with a strong narrative to showcase products. The videos build anticipation for the release of the book and highlight products not-yet-available. The team then distributes the promos on YouTube and other social media platforms. The videos are also displayed as digital ads in showrooms and on CTV.
The Results
The result was an increase in brand visibility by 20% within the first quarter of rollout. The campaign also generated buzz around trend-aligned products, leading to a 20% boost in sales of featured products. Featured vendors are seen as trendsetters, enhancing their credibility and market presence.
