The emerging online interior design platform, Livspace, has launched its first big campaign ‘#LivspaceYourSpace’. The digital campaign conceptualised by Tilt Brand Solutions has been rolled out across its markets in Delhi-NCR, Pune, Bengaluru, Mumbai, Hyderabad and Chennai.
It depicts the behind-the-scenes reality of creating homes — from crumbling materials to stunning finishes, disappearing contractors to creeping costs, through slice-of-life moments in the daily life of a young couple. Livspace comes to the rescue of the consumers through its cutting-edge technology and brings together homeowners and a curated community of designers and vendors at one place.
Livspace has planned seven to eight films as part of the campaign, which is sequenced out in phased manner and will be released at various intervals.
In an interaction with BestMediaInfo, Kartikeya Bhandari, Chief Marketing Officer, Livspace, explained the reason behind this strategy. He said, “It’s a very complex, high-involvement, unstructured and unorganised category. The pain points that people have are numerous. It ranges from delay, lack of responsiveness, no project management, no accountability, cost or budget overruns, quality issues and others. Therefore, the best way to go around this is to tell a story that surfaces each of these issues, both from design and execution side. We didn’t want to confuse the consumer with too many messages in one narrative.”
Previously, the brand has been consistent in its marketing activities with strategies involving content marketing, brand marketing and performance marketing, but this is the brand’s first big campaign that will help bring out its story and raise awareness.
Giving more insights into the brand’s strategy to launch the campaign at scale, Bhandari said, “My focus has been to bring out the story of Livspace. It’s important to raise brand awareness qualitatively. People should know exactly what Livspace does and stands for. The endeavour is also to educate people that Livspace is India’s most-loved home renovation brand. It’s essential to bring out what we do because a lot of people might get us wrong as furniture players and decor players like Urban Ladder and Pepperfry.”
“This is our first brand campaign, and we haven’t really told a story before. Given the size of the unorganised interior design sector, almost 90% of consumers would go with the traditional carpenters and contractors combination. The balance percentage is split into individual design studios, us and the architects. The largest share of the pie is with the unorganised section. As the dominant player in the organised sector, we took it as our responsibility to create the category,” he said.
It’s a digital-led campaign and the brand has no plans to bring it on TV because of business reasons. Bhandari said, “When we were discussing the media plan for the campaign along with our agency Essence, we realised that the best medium to reach out to our audience is largely through digital. The added benefit of digital is that we wanted to narrate a story and digital gives us maximum justice in this case where we are using individual creative collaterals.”
The campaign will run on multiple digital platforms including SonyLiv, Voot, TVF, YouTube, Instagram, Facebook, InShorts, and Hotstar. Livspace will also serve as the associate sponsor on Hotstar for the upcoming India-Australia cricket series.
Throwing more light on the execution of the campaign and the making of the film, Shriram Iyer, Chief Creative and Content Officer at Tilt Brand Solution, said, "Speaking to home-owners, the one thing that resonated right through is that doing up one's dream home is easier said than done. There are many things that could go wrong, and most usually do. Hence we chose to build our entire creative narrative around a young couple discovering the settling-in pains of their newly designed home. We used humour to enlighten audiences about the perils of getting their interiors designed by themselves instead of an expert. And then introduced Livspace as the expert who will deliver their dream home flawlessly and effortlessly — from start to finish."
The brand isn’t keen to spend on TV for its first big campaign. Bhandari said, “We are present in only six markets and going on TV would be a huge spill-over. Probably, at this point, it’s not right to spend unnecessarily. We want to be far more focused and target to whom we speak. TV delivers efficiently once we have a very high-reach mass brand. Once we reach that stature, I am sure we’ll consider TV.”
The brand has promoted the campaign on radio but not on a big scale. There is no OOH planned because the medium isn’t much significant in the cities in which the brand’s target audience is present.
Fetching maximum ROI without any marketing spends spillage and consistently telling relatable stories, in the long run, is the brand’s marketing strategy. Livspace aims to fuel its growth through a strategic marketing plan to help generate more leads, eventually increasing revenue.
Giving more insights into the brand’s marketing strategy, Bhandari said, “Our buying cycle is a little bit longer. It’s not like you to come on Livspace and buy a product. It takes around 4-6 months for a project to complete. Therefore, the goodness of doing a campaign on the bottom line could be only witnessed six months down the line. We are also very careful of measuring the ROI on all our marketing initiatives both from a learning perspective and how we do it better the next time around. Also, it helps better to pay for reach drivers from the media perspective. From a creative perspective, our focus is to create relatable and enjoyable stories which are easily recalled.”
Livspace brought on board Tilt Brand Solutions last year and is very happy with its association with the agency. Impressed with the Tilt’s organisation structure and style of functioning, Bhandari said, “When agencies work with the brands, they generally have accounts and servicing management layer, and Tilt has done away with that, which is extremely productive and refreshing. We have access to creative and planning. Therefore, we can have a lot more participation and brainstorming going on. That makes a good model for us to work with because they are a lean team there and we are a lean team here. We can go about ideating much faster.”
Livspace was launched in 2014 by Anuj Srivastava and Ramakant Sharma, former senior executives of Google and Myntra, respectively. A fast-growing online interior design platform, Livspace offers a three-sided marketplace, connecting interior designers, vendors, and homeowners. Through a combination of data science, algorithms, and design, it creates a unique experience for homeowners, and scales the job of interior designers. Currently, Livspace serves nine metro areas in India, with a community of over 20,000 customers and over 3,500 interior designers.