Campaign Summary

Client: FurnitureLab
HQ: Carrboro, NC
URL: furniturelab.com
Company Type: Commercial Furniture Manufacturer
Campaign Focus: Brand Awareness & Sales Enablement

The Setup:
FurnitureLab makes commercial furniture. It is, by their own admission, a technically complex and historically dry category.

But FurnitureLab isn’t a dry company. They’re funny, community-rooted, and willing to take risks their competitors wouldn’t.

They had a growing product line, a sales team that needed better tools, and a brand personality that wasn’t showing up anywhere in their marketing. They came to us with a request for not one or two but dozens of product videos. We said yes immediately.

The Turn:
We cast a team of local improvisers, pulled from the Triangle’s comedy community, and dubbed them The FurnitureLabbers. Pairing each piece of furniture with two improvisers and letting them loose kept the energy unpredictable and the brand voice authentic. Local talent wasn’t just a production choice. It was a brand values choice.

Five days of production. If the FurnitureLabbers weren’t improvising on camera, they were recording voiceovers. If they were recording VO, we were shooting beauty footage. If we were shooting beauty footage, the next piece was already being set up.

The Punchline:
24 product videos. Animated GIFs. Hundreds of high-quality product stills. A distribution plan that let FurnitureLab roll content out steadily for over a year without running dry. Dry category. Anything but dry results.

The Results:
2,500% increase in social media reach.

10% lift in email opens from their dedicated, qualified audience. A warm list is a skeptical list. These are people who already know FurnitureLab and have seen everything they’ve put out before. Moving that needle by 10% is harder than it sounds.

Over a year of fresh, repackageable content from a single production run.