Farrow & Ball x Kelly Wearstler:

The California Collection

 
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ABOUT THE CAMPAIGN

In my role as Market Lead for North America, I developed and delivered the first ever ‘celebrity’ designer partnership between luxury British paint brand Farrow & Ball and globally renowned designer, Kelly Wearstler.

The brief

Raise awareness of the Farrow & Ball brand and its paint products in North America, highlighting its product values and colour expertise.

The plan

The campaign launched in 2021 after an immense year of growth and demand in the interiors industry due to increased investment in consumers homes as a reaction to self-isolation in response to the global pandemic.

No longer able to rely on physical activations and consumer events to launch the product, from the beginning I centred the campaign rollout and product marketing around social media, digital media investments and large scale visibility media initiatives.

To ensure there were enough points of engagement from launch to scale (the product term was 2 years), I developed multiple storytelling strands with different audience focus, overseeing the shoot, production of assets, media buying through to delivery.

  • Global Press outreach

    • w/ articles in Elle decor, AD, Domino, Veranda, NYT and more, supported by a bespoke ‘pop up house’ within a premium coffee table book, featuring each of the rooms from the campaign, layered with unique elements

  • social-first media campaign

    • through pinterest pin extension campaign: optimising and incentivising engagement, shares and click-through through multi-layered assets

  • OOH mural

    • bringing Farrow & Ball’s paint combined with the essence of california into a design quarter of manhattan, NYC

  • Robust storytelling at every touchpoint

    • through organic and paid social, email and affiliates. Multiple versions of creative assets delivering tailored messages to target consumers and encouraging deeper exploration of the palette

  • teaser campaign

    • Rewarding the most engaged consumers, allowing pre-order of the colour cards and first-access on day of launch

  • partnership with LA based “Very Gay Painters”

    • This mural painting duo popular on TikTok and instagram were engaged to design and paint a mural for the campaign shoot as well as in-store in the LA And Santa Monica showrooms. The process was captured to extend the storytelling.

Press Coverage:

Arch Digest | Elle Decor | Veranda | Domino | House Beautiful |

media campaigns:

Pinterest Case Study | New York Times | OOH