Curated Craftsmen

Stearns and Foster wanted to launch their Instagram presence but had trouble gaining traction because, let’s be honest, Instagram users don’t want to see mattresses. To help solve this, we developed the Curated Craftsmen campaign, showcasing master craftsmen across the country on Instagram. Stearns & Foster prides itself on creating handcrafted mattresses built at supreme quality. Instead of showcasing mattresses Stearns & Foster tapped into the craft community. There are hundreds of incredible furniture craftsmen around the United States that we decided to partner with, specifically those with bedroom pieces, and told their stories. We found furniture craftsmen to tell their story and why quality matters. We transformed the Stearns & Foster Instagram account into a catalog of different stories told by these craftsmen with beautiful imagery that caught attention. After just one month, the launch was a resounding success: after only one month, we garnered nearly 2.3 million impressions, grew our follower count by 240%, and exceeded our average engagement per post by over 5,000%. We decided to partner with one of our craftsmen, Urban Hardware, and launched a giveaway. Urban Hardware made us a specially designed custom piece to give away to one lucky winner by merely engaging on our Instagram posts.

Project Roles
Art Director, Designer
Art Direction, Design, Social
Social Media Content
Curated Craftsmen