Architectural Digest Design Show
The Ask
Starting in 2015, the Architectural Digest Design Show (AD Design Show), an annual 4-day NYC event drawing approximately 40K trade and consumer design aficionados, asked us to create content, social media advertising campaigns and influencer programming to drive traffic to its ticket sale website, as well as amplify event awareness.
The Answer
In pre, live and post-event coverage, we curated and created beautiful, compelling posts highlighting the unique luxury designs and brand stories of the 300+ exhibitors, as well as all of the show’s featured areas and activations. This content became part of our AD Design Show cross-channel marketing on Instagram, Instagram Stories, Facebook, Twitter and LinkedIn.
Additionally, we developed comprehensive influencer programming including a partnership with noted interior designer Sasha Bikoff who designed the AD Apartment in collaboration with Architectural Digest Magazine, as well as an annual influencer VIP show tour that generated over 900K Instagram impressions.
For each show, paid media was integrated to drive traffic to addesignshow.com and generate ticket sales, targeting both the trade and consumer audience. Leveraging photo ads, video ads, carousel and story ads across multiple platforms, we were able to promote the event to over 10K users daily.
For 2019, our comprehensive strategy contributed to an estimated 28 million social media impressions, a 34% growth in Instagram followers, a 15% increase in total trade attendance and a 5% increase in overall attendance.
Gallery
Instagram Posts
Portugal’s @covethouse_ brings a contemporary twist to mid-century design. See their chic bohemian retro pieces in #FURNISH, Booth 601. #addesignshow
Portugal’s @covethouse_ brings a contemporary twist to mid-century design. See their chic bohemian retro pieces in #FURNISH, Booth 601. #addesignshow
Tradition with a twist, @itsoffcentre uses deconstructive techniques to create its line of playful, innovative lighting and functional glassware. Each piece, like their wrinkled lanterns, is handmade and captures the malleable, organic nature of hot glass. See their stunning designs in #MADE, Booth M400. #addesignshow
For every one of our #addesignshow exhibitors there’s a pride in not just how their products look but how they function and how they make people feel. For example, @pid_floors had this to say about their project at @the.wing in DUMBO, “We love that PID Floors created the solid ground upon which this inspiring and stunning workspace for women is built.” Visit them in Booth 148 to learn more about their craft. #REFRESH
