SPACES Chief Style Officer

A Spaces platform that made homemakers feel seen through meaningful style participation and expert-led inspiration.

Overview

Spaces wanted to engage homemakers and make them feel special, while speaking to consumers who look beyond surface-level sustainability claims. The Hunt for the SPACES Chief Style Officer became a participatory platform where the community could express taste, learn from experts, and build deeper consideration for the brand.

Conscious consumers are interested in the how and why behind choices, not only in labels like green, organic, or sustainable. A style-led community IP gave Spaces a way to turn that curiosity into active participation.

Our Role

Strategy
Conceptualization and scripting
Execution
Evaluation

Success

3Seasons of the IP

3Celebrity and expert collaborators

+BrandHigher consideration through community engagement

1Good Homes Magazine collaboration

Spaces Chief Style Officer campaign theme asset

Platform Idea

Style became a reason for meaningful participation.

The campaign built an IP around homemakers' taste, curiosity, and influence, giving the community an active role instead of a passive brand message.

Participation

The community was invited to enter, create, and be seen.

Participation mechanics helped turn style conversations into a brand-owned platform with a clear reason to return across seasons.

Spaces Chief Style Officer influencer campaign asset

Influence Layer

Recognisable voices gave the IP editorial pull.

Celebrity, expert, and Good Homes Magazine collaborations helped the platform feel aspirational and credible.

Education

Expert-led style cues made the platform useful.

Celebrity and expert education assets helped the campaign go beyond contest mechanics, giving audiences practical inspiration and a stronger reason to engage.

Animated Spaces Chief Style Officer social feed

Campaign Motion

A social feed system kept the IP visible.

Feed and carousel assets gave the campaign repeatable campaign energy, supporting awareness, participation, and winner storytelling.

Winners

Recognition closed the loop for participants.

Winner-led assets helped celebrate the community and make the platform feel like a recurring property rather than a one-off activation.

Spaces Chief Style Officer carousel ad campaign asset

Digital Ads

Carousel ads helped the IP travel across touchpoints.

Paid and social units extended the campaign invitation with compact, repeatable messaging across the digital ecosystem.

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