Case study · Lifestyle · Ireland · 2024
Opening a showroom, by opening their own front door.
We built a national profile for Della Interiors, a Dublin design and build firm, by putting its founders and their expertise in front of homeowners instead of relying on a launch party. In four months the work reached 3.1 million people, led by a four page Sunday Independent feature on the couple's own home.
people reached between February and May 2024
on the founders' home in the Sunday Independent
editorial value, at three times advertising value
The challenge
A showroom off the beaten track
Ruslan Sandulescu set up Della Interiors in 2015, and with his wife Antonia, a trained interior designer, grew it into a full design, renovation and construction business with a staff of eight. In early 2024 it was opening new showrooms off the Ballymount Road in west Dublin, a site our own planning noted was nobody's idea of a destination for a free evening. A launch event on its own was never going to bring the national interiors press out to see it.
What we did
Content, not a party
Our plan advised against paying for a celebrity launch purely for the media and put the effort into exclusive content instead. We turned Antonia's notes into bylined advice pieces on renovation and colour, and placed a renovation guide with the Business Post. We pitched the couple's own renovated home in Rathfarnham to the Sunday Independent's My Favourite Room, and it ran as a four page feature on their journey from Moldova to a thriving Dublin business. Antonia went on air with FM104 for a three part interview. Over the summer we took the showroom opening and new product picks to the Irish Examiner's interiors pages.
Editors were not going to travel to Ballymount, so we took Della to them.
The results
Four months, 3.1 million readers and listeners.
Mar 2024
Antonia Sandulescu interviewed in three segments on FM104, reach 174,080.
Apr 2024
Renovation advice feature in the Business Post, in print on page 8 and online at businesspost.ie.
Apr 2024
Four page My Favourite Room feature on the founders' home in the Sunday Independent, with the online version on independent.ie reaching 2.6 million.
May 2024
Four month total of 3.1 million reach and €666,300 in editorial value, three times the €222,100 advertising value.
Jul 2024
Irish Examiner interiors coverage across two print pages and irishexaminer.com, including the showroom opening.
In pictures
Where Della Interiors was read
