Meta is the must-be space for advertising luxury home products. As a matter of fact, it’s basically the only place many luxury brands are putting their paid media dollars. A smattering of ad budget goes to display ads or YouTube, but well over 75% of luxury brands' advertising efforts happen on Meta: Facebook and Instagram.
We’ve pulled Meta ads from ten luxury home brands to see how they’re pairing copy and imagery to entice their buyers.
These ten brands’ ads all have something in common: the extremely deliberate use of adjectives. Oh, the adjectives. The stronger copy does more than describe, but really transports us somewhere. Or, some ads use more specificity by naming specific materials. Whatever it is, the employed descriptors pair with strong imagery to promise customers a certain elevated living space.
Use these ads and our analysis as inspiration for your own Meta ads; there’s lots to think about here.
Arhaus
Arhaus was founded in 1986 with a commitment to time-honored techniques while protecting Earth’s resources. Nearly all of their product photography, including the images in these ads, uses light and shadow to create dimension. The effect is that we can’t help but imagine what the rest of the room must look like – what must be causing those shadows – and it’s breathtaking.
The ad copy further transports us; it’s hard not to feel a warm breeze and hear the chatter of friends and neighbors.
With both imagery and copy, Arhaus’ Meta ads have us daydreaming about the possibilities a new outdoor set can introduce.
Maiden Home
Maiden Home’s photography takes the opposite approach from Arhaus in displaying furniture against a neutral backdrop. Instead of staging the pieces as in a home, their elegance and beauty is presented uncluttered and unadorned, inviting audiences to carefully inspect the shapes and colors at play.
In these examples, the chairs are intriguing enough that standing alone is the only way to do them justice. The pieces make us curious, and the simplicity of the ad compels a click.
Castlery Pty Ltd
Instead of attaching their brand to one style, Castlery makes pieces “for every style and aesthetic.” Castlery proves their products’ versatility by featuring the homes of real buyers in their ads. By showing actual living rooms of delighted Castlery shoppers, the ads supply both social proof and styling inspiration for a wide range of homeowners and decorators.
Giorgetti
Giorgetti’s ads feature rich colors and a mix of interesting materials. The spaces feel out of a biopic about a brilliant musician or a mysteriously wealthy young person. We’d love to know what the fabric and the walnut talk about; we’d love to pull those pieces right off the screen and into our front room. Girogetti’s photos and copy promise audiences a “unique and personal” experience, one that immediately feels natural and inviting.
Koket
Koket’s pieces are whimsical, enchanting, and inspired by nature. In this Meta ad, Koket highlights the similarities between Lana del Ray’s Met Gala gown and Koket’s side table. The two are remarkably alike! Whether their Met Gala-inspired Meta ad was a stroke of luck or a careful analysis of the evening’s attire, we’ll never know. Is there an audience match here? Do Koket shoppers love Lana? Not so sure. But perhaps Koket’s audience is abuzz about fashion, design, and what the A-listers wear. Not too much of a stretch, is it?
Rove Concepts
If you haven’t caught on yet, luxury furniture advertising seems to be all about using as many fancy adjectives as possible. I can’t say how all the cushiony language is taken by audiences; I’ve looked at so many of these ads now that I’ve started reading them to myself in a British accent. But, the words and images here promise what luxury furniture should provide: sophistication – in your home office, on your balcony, and everywhere else.
Currey & Company
Mmmm, that ever-sought-for storytelling that marketers, photographers, and apparently Currey & Company customers are all after. By giving its audience a few examples of what these stories may be and referencing their globally-sourced products, Currey & Company promises eclectic and delightful pieces without all the tariffs and bubble wrapping that must accompany a purchase, without an online cart. The copy here brilliantly matches the unusual pieces shown in the photos, and we imagine most people are interested in a ceramic cow, truly. This ad would win my click, for sure.
Lulu and Georgia
Lulu and Georgia Meta ads sell furniture by instead offering free design support. Clever, ehh? Their Meta ads offer custom floor plans and mood boards made by Lulu and Georgia designers, which we’re confident will be full of Lulu and Georgia rugs, end tables, couches and decorations. The ad copy here could’ve gone a little farther to exaggerate the pain point here: trying to curate a beautiful space is a lot of work. Especially if you’re working off of a Pinterest board on which half of the links to that dreamy chandelier or pinstripe curtain set are missing or broken. Lulu and Georgia could ramp up the language around their unique selling point to strengthen these ads, but we applaud the strategy here.
Interior Define
Interior Define appeals to shoppers looking for just the right piece – the piece they can’t seem to find anywhere. It lives in their head, but not in any warehouses, and oh how they’ve looked. Now curators can become creator’s. Interior Define’s ads invite their audience to take the designer’s seat and build bespoke furniture, choosing from hundreds of materials, features and finishes. Surprisingly, the ads don’t focus on the boast of owning one-of-a-kind pieces. Instead, their advertisements offer help and a solution for shoppers who feel they’re never satisfied. Interior Define says, “Don’t settle.” Well, except into your custom couch, I suppose.
Soho Home
The Soho Houses are a collection of beautifully designed homes dotted across the globe as safe havens of inspiration for members-only creatives. Soho Home came to life when guests came begging to know where they could purchase the magnificent pieces curated for each unique House.
As a consequence of this opportunistic arrangement, Soho Home pieces seem bespoke and almost necessary for a creative and inspired space. Their pieces are automatically associated with exclusivity, travel, and arts. I’d mention the Soho Houses in every one of my Meta ads, too.
Did you catch all the adjectives? There are dozens, each carefully selected to elicit certain imagery and feelings for these brands' target audiences. Brands that deeply understand their brand and their customer will discover the unique combination of images, text and CTAs that will increase the bottom line.
At 97th Floor, our advertising specialists are committed to a thorough process of audience research and ad testing. We fine tune copy, creative and targeting until everything is just right and our clients are getting the maximum return on investment. Try us out. Then maybe you can do some furniture shopping of your own, huh?
