An institute in high quality furniture design and retail, Heal & Son Ltd. have been present on Tottenham Court Road in the centre of London since 1818. Now with 6 stores UK-wide, they also have impressive follower numbers on their social media channels.
However, their output on these channels has been far from inspiring, engaging or high quality. Simply posting static images from promotional materials of their products was not making most the most of their most effective marketing channels.
As an individual contractor I approached them with a presentation that analysed the current state of their social channels, compared with the channels of their competitors and pitched the type of formats and executions I could offer them in order to achieve more engagement, conversation and ultimately sell more furniture.
Cinemagraphs
A showcase animation to announce a new season or range of products.
Sit down – stand out
A new season celebrating iconic chairs, available to try and buy at Heal’s included a full program of lectures, auctions and demonstrations.
Incorporating the new Heal’s brand identity, the animation took the six hero chairs of the season and delivered them in a snappy, thumb-stopping animation with directly engaging questions to promote conversation and stimulate further investigation.
A Day to Remember
A cinemagraph to highlight a charity auction of Robin and Lucienne Day’s iconic 675 chair. 15 leading designers created and donated unique upholstery designs to be auctioned for The Robin and Lucienne Day Foundation which aids and promotes the careers of young designers.
Like over 100 times and viewed over 1.5K times the bids for the chairs started flying in and the auctions was on!
Bronte Dining Chairs
Promoting a Heal’s design classic as part of the “Sit down – stand out” season. The Bronte dining chair always sold in a pair was also now on offer for 15% off.
A snappy animation using animated static images of all colours available created a 360′ degree animation and finished with a lifestyle image and offer roundel.
25% Off Mattresses
Heal’s heritage in mattress production is second to none, with it being at the core of their business since it’s inception. 25% off across their range was no small announcement.
Latex Pocket, Organic Pocket, Natural Sleep, Memory Supreme, Regal Supreme… they all needed to fly in and deliver their price points.
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Carousels
Pushing Heal’s to experiment with different formats, the carousel proved to be the right fit to announce the upcoming Egg Chair Upholstery Demonstration.
The first tile can be used for bold typography to announce the day, using Heal’s new brand identity and a little imagery, and subsequent tiles to further deliver the what’s to be expected with more emotive large imagery.
The event achieved good attendance numbers, and a lot of conversation and interest on social.
Stories
Instagram and Facebook stories provide a great opportunity for eye-catching animation with some interaction for the viewer.
15% Off August Bank Holiday Sale
With the upcoming August Bank Holiday Sale, Heal’s needed to get over all the departments involved in the sale in one simple and bold easy to navigate execution. The solution was to use the Story format, allowing the user to easily tap through the different offer animations and hero images for each department simply sliding through in the new brand style.
