The content strategy for Roman and Williams Guild Email Marketing and Social Advertising is rooted in the brand narrative. RW Guild’s vision for the home is not just beautiful and luxurious, it is deeply connected to nature, culture, and community. Every piece—from handcrafted Tabletop to Accessories to custom Furniture and Lighting—has a story, championing natural materials and the artisans who have dedicated their lives to ancient techniques and methods.

It was essential that the brands’ ethos was communicated throughout Roman and Williams Guild’s channels. We established a strategy that would highlight all arms of the business, telling the stories behind each object with clarity and beauty. The content buckets helped us maintain a rhythm in our communications and helped inspire new narratives form between objects.

The four content buckets we defined:

1. Art of the Table—Highlighting the artfully curated tablescapes.
2. Object Journey—Sharing a products’ origin, highlighting the maker and their craft.
3. Power of the Hand—Focused on the Original Furniture and Lighting Designs, an inside look on the inspiration and design process of the founders.
4. Rooted in Nature—Bringing the outside in, showcasing the designs inspired by the surrounding landscape and the natural materials and living finishes of each product.

With this content strategy, Emails averaged a 5-7% CTR while Social Ads averaged 2-3% CTR.

Roman and Williams Guild 

Branding, Art Direction, Signage, Sales Tools, Packaging Design