Home Fabrics | Alexandra Kilian

Home Fabrics Digital Strategy

Home Fabrics is a designer, developer and distributor of high-end textiles and wallpapers, stocking top tier brands like Christian Lacroix and selling directly to interior designers through showrooms across South Africa.

Our strategy for the brand was to position them as the first port of call for inspiration and style leadership. Monthly and fortnightly themes drove the positioning by showcasing prints, fabrics and collections according to aesthetics. This purely digital strategy utilised Pinterest boards, Facebook, Instagram and a blog as its media.

Concept: Bianca van Deijzen
Copy/Scriptwriting: Alexandra Kilian

Design: Names

Competition

In alignment with this positioning, we developed a competition that offered two entrants the chance to win a R25 000 shopping spree and hair/makeup makeover each, and handpicked Thando Tsekiso as our Blackberry Shine ambassador. This influencer, fashion and beauty blogger, boutique owner and radio personality would not only drive the campaign through her own channels but also be the winners' personal stylist during their shopping expedition.

The competition mechanic was a first in South Africa: in order to enter, consumers needed to purchase the new pack to reveal Thando's phone number under the stick, and then Whatsapp her with photos, videos and voice notes that showed off their bold. Opting in gave consumers access to a Whatsapp broadcast that included fashion advice and gave them the opportunity to ask Thando their style questions and send messages - creating personal engagement with the brand, adding interactivity to the campaign and cementing Labello Blackberry Shine as a punchy fashion accessory.

Media Pack

Agency also created a media pack that went out to 80 magazine editors and bloggers; a high quality branded box that shouted campaign and showcased Blackberry as the new heroine of the Fruity Shine range as well as the entire Labello product offering across Original Care, Medical and Sun. The pack also included an insert in the form of a Pantone colour bridge which again highlighted the range, drove the competition and offered a fun element for social: a lip-shaped cut-out invited recipients to pose with their bold new lips and hashtag it for entry.