“What Grounds You” is the name of an ongoing Instagram competition launched by Scott Group Studio. In the social media campaign, Scott Group chooses a luxury rug and asks readers to collect their own images on Instagram inspired by the rug and a particular design theme.
Six new rugs in total will be launched by the brand as part of the campaign. Instagrammers can use the hashtag #SGSwhatgroundsyou to share their images.
Why was social media the right fit? Libby Ferin, director of marketing and brand experience at Scott Group Studio, shares, “Our new ‘What Grounds You’ brand campaign is crafted to make a bold statement in print about our handmade rugs, while also posing the question socially. The contest is an excellent way for us to have dialogue and conversation with a broader design community, and we want to introduce both existing and new designers to our luxury brand through an immersive experience. We know that a main inspiration vehicle for designers is Instagram, so let’s use this as a key platform for sharing and promoting our brand.”
At the end of each weekly new rug launch, Interior Design magazine and Scott Group Studio will select their favorite response and announce a winner. A grand-prize winner will receive a hand-tufted rug of their choosing from the campaign. ROUND TWO of the contest kicks off tomorrow.