Urban Ladder wanted to draw attention to one of its categories: beds and mattresses, without investing in a mass media campaign. So we created Drift, a collection of the tiny bedtime stories and sent them out to potential customers. The message was that Urban Ladder’s beds and mattresses are so comfy, their chances of getting through a long bedtime story are next to nil! I was a co-writer of this book.

Within days of the book being shipped, social media influencers and customers started talking about it, prompting others to request copies – proof that when content is really interesting, people will also ask you to advertise to them. Drift was an Inbook and Blue Elephant Winner at Kyoorius Creative Awards 2017 and was featured on Ads Of The World.

 

 

Social media response:

 

With its move into offline retail in 2017, Urban Ladder wanted to create print collateral to reach out to a new set of audiences. As the founding editor, I conceptualized the Urban Ladder magazine, curated content, and wrote quite a bit of the copy.

My vision was to create a magazine that was a visual treat and a pleasure to read, but also fulfilled two purposes:

• Showcase Urban Ladder’s latest and bestselling products and directly drive store walk-ins and website visits
• Establish Urban Ladder as the go-to brand in the home and interiors space by sharing ideas and inspiration

The magazine was distributed at Urban Ladder’s retail stores, as an add-on with popular magazines such as Femina, and sent to existing customers. It proved immediately effective, delivering 2x the expected revenues within the first quarter.

What was personally flattering was that my work on this magazine got me a job offer from a leading e-tailer. They loved the magazine (which they got when they bought some UL furniture), spotted my name on the editorial, looked me up, and reached out!

Catch glimpses of the magazine below or read it in full here: UL Magazine.