Ashley HomeStore’s style reputation is traditionally, well, traditional. So, when the brand needed to appeal to a younger, design-conscious audience, we reached out to our friends at Apartment Therapy, then got down to business.

We brought in 4 micro-influencers to re-imagine two spaces—a bedroom and a patio—using Ashley furnishings and their own personal style. How would a bartender stir up a bedroom? How would a fashionista dress up a patio? We were about to find out. As each designer created their spaces, we pushed out real-time content on Snapchat, Instagram Stories and Facebook Live that gave people a behind-the-scenes peek.

Facebook ads extended the campaign’s reach beyond Apartment Therapy subscribers, enticing thousands of readers to vote for their favorite look and enter to win it for their own home. After all was said and done, it was clear that Ashley HomeStore wasn’t so traditional after all.