Ashley HomeStore is launching the furniture brand's new rustic mane + mason line with an integrated campaign that kicked off with an experiential event in New York City.
Ashley and agency Empower transformed a New York penthouse with 130 pieces of furniture paired with 300 accessories to showcase the line's rustic aesthetic.
Social influencers and media attended an evening
gathering on Aug. 15th to jumpstart buzz.
Next, an HGTV partnership, with creative developed in-house by HGTV, will run across the channel that will introduce custom vignettes of a real Atlanta-based family who upgraded the look of their home with these new products.
The digital media element will include takeovers on digital magazine apps to highlight the craftsmanship and farmhouse-inspired details of the new line.
Designed to compete with Pottery Barn and Restoration Hardware at a lower price point, mane + mason will be available online and in-store at Ashley locations across North America starting next month.