We started by reframing the brand's story around how the pieces are lived with, not just how they photograph — real homes, real people, real light. From there we built an editorial content system with the pacing and restraint a design audience respects, produced consistently enough to keep the feed feeling like a magazine rather than a catalogue. On paid, we put the strongest pieces in front of design-led buyers and interiors audiences, scaling whatever drove considered traffic to the site. Then we amplified the best real spaces as social proof. Every choice traced back to one number: social-driven revenue. Beautiful reach that didn't sell furniture didn't count.