Juliska is a luxury home-goods and tabletop brand founded in 2001 by Capucine and David Gooding.
They began with a small collection of mouth-blown Bohemian glassware and have since expanded into a broad range of artisanal tableware, glassware, flatware, linens, and decorative home accessories.
The Service:
The Challenge:
Juliska had not engaged in a focused media outreach effort for some time. We came on board as the company was preparing for a big year with a multitude of initiatives and important launches, and were tasked with securing significant press coverage to help grow the brand’s name recognition.
The Approach:
In 2022-2023, we celebrated the 20th Anniversary, launched Juliska’s first book, Together at the Table, and introduced Bohemian Vine - a significant collaboration with fashion brand Veronica Beard. We also announced the opening of the company’s Charleston Flagship shop and conducted outreach for the Spring/Summer and Fall/Winter collections. We developed and executed full short- and long-term strategies for each initiative.
The Outcome:
In one year, we secured nearly 100 media placements, including several multi-page features, in top shelter, consumer, regional trade, and lifestyle publications, including: The New York Times, Elle Decor, Veranda, Oprah, People, Southern Living, The Houston Chronicle, Architectural Digest, HFN, USA Today, and PureWow.
In one year, we secured nearly 100 media placements.
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In one year, we secured nearly 100 media placements.
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In one year, we secured nearly 100 media placements. 〰️ In one year, we secured nearly 100 media placements. 〰️
The Service:
The Challenge:
Juliska is a well-known and influential brand in the tabletop/home décor space, but needed to do more to leverage its expansive audience while increasing exposure to new ones. The brand routinely sent products to various influencers and tastemakers but had not seen significant results from this large investment.
The Approach:
We started from zero and created a new seasonal and collection launch influencer gifting program. We collaborated with various influencers, including local tastemakers and nano- and micro-influencers.
The Outcome:
We collaborated with the personalities to craft and launch content in accordance with a strategic editorial calendar. We increased followers by 20% each quarter, increased brand awareness, generated new content streams, and expanded our reach to new demographics and geographic locations.
The Service:
The Challenge:
Juliska struggled to increase brand awareness and engagement despite having a good following on social media platforms. Their follower numbers were not growing consistently, and their content failed to captivate the audience. Additionally, the brand lacked a consistent voice across all platforms and needed to tailor its content to each platform’s specific goals and demographics.
The Approach:
We developed a new strategy to revitalize Juliska’s social media presence after analyzing the existing platforms to identify what was working and what was not. We reorganized and created a strategy for each platform, tailoring content to appeal to the specific audience on each platform. We then refreshed each platform accordingly and revamped the voice, look, and call-to-action for all.
We interacted with the audience, tested new hashtags, and worked strategically with influencers. We introduced new forms of content, such as reels, videos, and interactive stories, to further engage the audiences.
The Outcome:
Our efforts paid off as we increased Juliska’s followership across all platforms by 45% from the previous quarter. Engagement increased by 22%, and reach tripled across platforms in Q4 of 2022. We secured significant influencer collaborations and nourished previous Instagram partnerships. Additionally, the brand’s overall social media aesthetic has improved significantly.