cabincabin
Category
Social Campaign
Stay & Play
When Ashley Couch, former head of Global & Interior Design for WeWork, decided to launch a space for creatives in the Catskills, her goal was beyond just having a place to stay, it had to be a multi-faceted, multi-purpose dwelling that allowed people to shed the chaos of the city and live - undistracted - in a space that truly nurtured creation.
The resulting space required a social presence, and photography that reflected that mission—culminating in a curated campaign of images & design to reflect the brand, the mission, and the space to those choosing the Catskills as their creative escape.
Members Only
As a seeding campaign, the decision was made to make the initial offering to an exclusive list of members—those who had joined the mailing list for Ashley's launch product, The STAK Chair.
The built in customer base allowed an opportunity to utilize an existing community to drive demand for the space, and curate an audience of creatives who could be grown on a referral based basis.
The social campaigns & images were stylized to speak directly to the audience, many designers, architects, writers, chefs, and similarly creative individuals, to tap into their proclivity for well-designed content, and imagery that spoke to quality, and craftsmanship.
Seeded Product
As an extension of cabincabin, the STAK Chair was available at the location as a way to stress test the flagship product offering from Ashley and collect real-time feedback from those who care - sometimes obsessively - about furniture and design. By providing those staying at the cabin with the opportunity to directly interact with the chair, in real time and in real life scenarios, critical feedback was able to be received, implemented in future iterations of the chair, and sales were available directly to those staying while creating opportunity for valuable social validation from those members staying at the cabin.
