GRACE BAENA
Out of Home
Connected TV
Home Tours: Social Campaign
Goals:
Kaiyo had yet to crack Instagram and was eager to drive higher engagement. We were tasked with creating a video concept that was inexpensive to produce, easily repeatable, engaging, and well-suited to influencer collaborations.
Results:
The result was Better With Age, a web series that asks, "What if the people on MTV Cribs had invested in timeless statement furniture and decor instead of Bentleys and a fridge full of energy drinks?" Since its inception, the series has toured the homes of more than 50 notables who share a love of all things pre-loved. Each episode features a secondhand find from Kaiyo and a shoppable landing page curated by the notable.
50+ Episodes Produced
Over 1.8 Million Views
10% Engagement Rate on Instagram
Kaiyo Finds: Social Campaign
Goals:
When I arrived at Kaiyo, there was no strategy to showcase their products on Instagram. I had to workaround the unpredictability of a complex, marketplace structure and logistics that presented challenges to content production.
Results:
To showcase Kaiyo's ever-changing, unique inventory of secondhand furniture, I developed a Reels strategy that highlights notable pieces, often times sharing the rich history of iconic designs. I created a simple, cross-functional process to ensure we could access and shoot important pieces without disrupting operations, all at zero cost to the company.