SUNDAY TIMES STYLE: STYLE PLAY
Sunday Times Style wished to engage new audiences with the brand’s Style Play video content hub and raise product awareness of its diverse content offering. It is principally associated as being only a destination for women’s fashion when it really contains so much more, including content around interiors and design.
For the first burst of the campaign, we tasked four prominent interior design influencers to express their creativity by designing a completely white space with a budget of just £750. From paintings to furniture and flowers to photographs, our talent were asked to design their ‘happy place’ and provide tips on how to replicate it within the budget. Our selected talent brought the campaign to life across their Instagram accounts.
For the second burst of the campaign, we tasked three more prominent interior design influencers to create lively, educational and engaging video content for Style Play. The influencers were asked to share their five key tips for decorating/transforming a specific theme tailored to their individual properties. The three themes focused on decorating a rental property, decorating and opening up private living spaces, and how to use colour in a home. Our selected talent brought the campaign to life across their Instagram profiles.
The engaging nature of the content meant that the campaigns outperformed the expected level of Reach and Engagements volume.