In January 2018, Urban Ladder launched a 360-degree digital campaign to announce the launch of the Fujiwara collection, a premium range of furniture inspired by the shoji screens of Japan. I handled the entire campaign from concept and story to copy across radio, web, email, and social media.

This became one of Urban Ladder’s most successful collection launches; sales picked up in the month following the campaign and the range continues to be a bestseller.

RADIO SPOT

Radio spots typically tend to be loud and fast, with brands trying to fill every millisecond with words and music. We went the opposite route in the spirit of the zen state of mind the Fujiwara range inspires. We wrote a radio ad that makes 30 seconds feel a lot longer (in a serene, refreshing way!).

SOCIAL MEDIA

Prior to the launch, we put out teaser posts on social media in the form of haiku poetry to subtly underscore the Japanese connect. We asked folks to guess what was coming up, resulting in some fun conversations and building anticipation.