Authentic Furniture is a domestic furniture manufacturer. Aitokaluste responsibly manufactures all furniture from domestic materials at the Kajaani factory. With more than 20 years of in-house manufacturing and professionalism, Aitokaluste has a real opportunity to develop and try new innovations in a competitive market.
Aitokaluste developed a new Pilvi collection for the Finnish market at the end of 2021. In contrast to previous product launches, we wanted to create an impressive product brand for the Pilvi sofa and target the product launch directly to the target group. In addition, the traditional and long-lived company made an effort with the idea of clarifying its business and distinguishing itself in a new way from the competition in the field.
We started the cooperation with workshops, where we delved into the customer's story, business, customers, values and distinguishing factors, so that we could succeed in the campaigns in the best possible way. The high-quality domestic product and the professionalism of the industry were not reflected in the company's external message in the desired way. As a result, we clarified the brand's strategy and corporate image to a level corresponding to the product.
During the planning phase of the Pilvi product group campaign, we gathered information about product features that are relevant to the target group. We planned and implemented a product launch campaign for the client.
Social media channels (Facebook and instagram) were selected as the main channels of the campaign. In addition to this, the Google Ads and traditional print media were used as multi-channel marketing tools. As part of the project, we also produced the campaign materials, from a spectacular product video to detailed product images.