Case study: 605% higher social media reach

How the luxury outdoor furniture brand Tidelli leveraged video to generate 605% higher social media reach during the 11 days Modernism Week.

A Tour Around Town

A Feel For It

Party Time

Open House

And the winners are...

I have it for 20+ years!

World Wide Reach

A Tour Around Town

A Feel For It

Party Time

Open House

And the winners are...

I have it for 20+ years!

World Wide Reach

Reposted by

The Company

Tidelli is a luxury outdoor furniture company with showrooms through out the world, including 2 stores in California. They sell fully customized outdoor furniture. A huge variety of materials, colors/patterns, design and sizes are available to choose from. Even tough they have a few products in stock for sale, their business model is made to order.

Since buying furniture is not an impulsive decision, their sales cycle is very long. Multiple touching points and a qualification process are required.

Their ideal clients are interior design firms and professionals that create residential and commercial spaces; as well as final consumers who are buying outdoor furniture/home decor accessories for themselves.

The Opportunity

The famous 11 days Modernism Week in Palm Springs, CA, gathers Tidelli’s clients and prospects from all over Southern California and the world, who are there to pays tribute to the 50’s-60’s architecture, design, fashion and culture.

Historically, Tidelli’s presence at the event have generated hundreds of leads and sales to the brand. On its 4th consecutive year as an active sponsor, Tidelli sees the value of having a strong presence at the event and always looks for new ways to leverage it.

In 2023, Tidelli chose to be in two strategic locations during the event:

  •  1) with a booth at the 3-day trade show Modernism Show, inside the Convention Center; and 
  • 2) with their own pop-up store in downtown Palm Springs, with high foot traffic.

The Challenge

Modernism Week features more than 350 events including the Palm Springs Modernism Show, Signature Home Tours, films, lectures, Premier Double Decker Architectural Bus Tours, nightly parties and live music, walking and bike tours, fashion, classic cars, modern garden tours, a vintage travel trailer exhibition, and more.

Even though Tidelli has some history being at the Modernism Week, it is very hard to stand out from so many other activities during the 11 days festival.

Approach & Goals

Tidelli chose to leverage their social media channels and connections to:

  • Visibility

    Goal 1: Generate visibility to Tidelli’s different activations during the festival;

  • Engagement

    Goal 2:Engage Tidelli’s audience by bringing them a unique storytelling approach to the event;

  • Top of Mind

    Goal 3:Record the many activities and testimonials for future campaigns with the goal to be top of mind.

1 of 3

The Strategy

A calendar of content was created previously based on the many activities at both locations (show + pop-up store). All our published content during the event was time sensitive. We had to plan, record, edit and publish in record time.

We made a small and temporary changes to our profile, adding the pop-up store address during the period of the festival.

Unlike the regular posts pre-event (with a slower life-style approach), we deliberately chose to create content that was more personal, inspiring and localized with stronger call to action.

  • Personal

    Personal – Instead of exclusively portraying the products, we put central front Tidelli team. We gave them voice and we added a face to the brand. They lead the viewer in a more personal narrative. We also generated testimonials from clients and guests, showing people how to experience Tidelli’s products.

  • Journalistic

    Journalistic, yet inspiring – we tone down the sales approach, and chose to educate the viewer about the event, city, and we the many events that happened at Tidelli’s store and booth. The faster pace videos did instill on them the desire to be there… and the feeling of missing out.

  • Extra Reach

    Audience reach –Besides being the ears and eyes of our general audience, we understood the need to create short inviting clips to people that could physically visit the pop-up store. We invested a very small amount of money (+- $100) boosting 2-3 stories for a very local targeted audience that was in Palm Springs.

The Work

Because the whole work was a timely sensitive coverage of the event, we had to record, edit and publish it in a very short period of time. Of course, life happens and we had to adapted the publishing schedule; creating more elevate ones, as needed.

Open House

And the winners are...

A Feel For It

I have it for 20+ years!

World Wide Reach

Party Time

A Tour Around Town

Open House

And the winners are...

A Feel For It

I have it for 20+ years!

World Wide Reach

Party Time

A Tour Around Town

The Results

During the event, the top of mind awareness generated sales request online, and a lot of leads. The 605% engagement proved the event coverage was a success. The footage was shared by the top event accounts, proving the videos  to be of quality and interest.

Note: besides the published content on social media, we created 3 different marketing products to support the results: 2 newsletters, flyers with the store address, and a blog post (that was ranked the top 10% blogs on Shopify that week!).

  • 308% Higher Engagement

  • 605% Higher Reach

  • 45% Non-Followers Reach

  • 9+ Hrs of Footage

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