Furnitureland South, Rebecca Robeson launch design videos
Clint Engel -- Furniture Today, June 25, 2013
JAMESTOWN, N.C. — Furnitureland South here is teaming up with San Diego-based interior designer Rebecca Robeson to sponsor her popular design videos on YouTube.com.
The sponsorship "will allow Furnitureland South to reach their target consumers in ways that are new for the preeminent retailer, and also new for the furniture industry at large," The Top 100 company said in a release.
Videos featuring Robeson and her work also have been appearing on The Design Network, a company formed last year and launched early this year by Furnitureland South executives Jason and Jeff Harris, devoted to home furnishings design video content. That programming will continue.
In addition to the standard sponsor tag at the start of each YouTube video, the Furnitureland South brand name will be integrated into the designer's video content through personal endorsements made on-camera by Robeson, specific product mentions, video conference calls between Robeson and the store, hyperlinks to the Furnitureland website and its social networks, and quarterly promotional contests for viewers. The contests will include all expenses-paid shopping trips to Furnitureland South's 1 million-square-foot campus.
Robeson has a 200,000, mostly female, monthly subscriber base on YouTube through two channels, Robeson Design which her "Design Reality" series of luxury home makeovers, and Robeson Design Studios featuring how to programming aimed at teenagers and other young women looking for creative design ideas.
"Consumers want to learn from the experts, and no one else is connecting with ‘her' through the most relevant and powerful medium today and that's video," Jason Harris, FLS executive vice president, said in the release.
"Rebecca's authentic approach resonates with her viewers. She is a pioneer and a rock star."
"Our industry is not known for its ability to connect with consumers in meaningful ways," he added "This unique partnership will attract a new audience of motivated design enthusiasts to the Furnitureland South brand."
In exchange for sponsorship, Robeson will provide exclusive videos to The Design Network. Also, each YouTube program will include an invitation from Robeson, along with a hyperlink, encouraging viewers to visit The Design Network for exclusive "reveals" of how projects look when completed.
Robeson said she aims to post two or three new videos per month to both YouTube and to The Design Network.