Case Study
Rove Concepts
Driving brand awareness, product demand and customer engagement through integrated marketing.
The opportunity
For over two years, I managed the day-to-day social media marketing for Rove Concepts, a premium modern furniture brand with showrooms across North America. Working closely with executive leadership and cross-functional teams, I turned business objectives into integrated marketing campaigns that grew brand awareness, supported product launches, elevated showroom experiences and strengthened customer engagement.
The challenge
Rove Concepts needed social media to do more than showcase furniture. It needed to build brand affinity, support sales initiatives, generate excitement around product launches, raise showroom awareness and communicate the value of working with in-store design consultants.
My approach
I owned the full marketing lifecycle for social, from strategy and planning through production, execution, optimization and reporting.
01Strategy
Built integrated social strategies aligned with broader business objectives, so every campaign supported brand awareness, customer engagement, a retail initiative or a product launch.
02Creative direction & production
Produced content from concept to completion, ideation, filming, editing, copywriting, publishing and platform optimization, balancing premium lifestyle storytelling with product education so audiences could see the brand beyond individual pieces.
03Campaign execution
Executed integrated campaigns for product launches, seasonal moments and showroom promotions, and introduced the Shock & Awe short-form series to spotlight showroom benefits and encourage customers to book consultations with in-store design experts.
04Cross-functional collaboration
Worked daily with sales, PR, retail and marketing, and presented monthly performance updates and strategic recommendations directly to the CEO and Marketing Manager.
05Event marketing
Travelled to capture and produce social-first content for showroom openings and major brand activations, extending their reach far beyond the guests in the room.
Marquee activations
I captured, edited and published social-first content for showroom openings and brand activations featuring internationally recognized guests, carrying moments built for a room of hundreds out to an audience of thousands.
On-site activations
- John Legend
- Maria Sharapova
- Cast of Selling Sunset
The results
Over two years, the work built a consistent, premium social presence that supported the business on every front, brand awareness, product launches, showroom traffic and customer engagement.
Original photo and video content strengthened Rove's premium positioning and carried its launches, seasonal moments and showroom openings across North America. The Shock & Awe series turned showroom benefits into scroll-stopping short-form content that encouraged customers to book in-store design consultations. And high-profile activations featuring John Legend, Maria Sharapova and the cast of Selling Sunset reached far beyond the room, extended through the social-first content I captured and produced on site.
More than a catalogue.
The job was never just to post furniture. It was to build affinity, create anticipation around launches, and turn scrolls into showroom visits and design consultations, positioning Rove as a premium brand worth experiencing in person, not just a product to buy.
Premium furniture, made unmissable.
Two years of strategy, storytelling and on-the-ground production, turning launches and showroom moments into content that made a modern furniture brand impossible to scroll past.
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