MegMade at Home.
A Chicago furniture brand people loved in person — and hesitated over online. A $3,000 sofa is a hard thing to buy without sitting on it, so we built the strategy around confidence.
MegMade's furniture sold itself in person but hesitated online — a $3,000 purchase you can't touch. We segmented buyers, found confidence was the barrier, and proposed AR room previews plus an interactive site to close it. Then we built the funnel: SEO and content, paid search on competitor keywords, and influencer campaigns — a media mix modeled at roughly $2.2M return on $250K.
The problem
MegMade had the product and the brand — what it lacked was awareness. And at its price point, discovery alone wasn't enough: shoppers hesitated to commit thousands of dollars to furniture they couldn't see in their own space.
Meanwhile, Etsy sellers and Studio McGee were competing for the same digital-first shopper. The challenge, in order: increase awareness, build trust, drive conversion.
modeled return on $250K spend — projected
media mix — paid search / social ads / influencer
The deck
32 SLIDES · ORIGINAL DECKHow we worked
Segment the buyers
Three segments with different reasons to buy: heirloom buyers drawn to craftsmanship, home buyers balancing function and aesthetics, and upscale buyers shopping premium.
Find the confidence gap
Across all three segments, the shared barrier wasn't taste or price — it was confidence. Nobody wants to guess whether a sofa fits their room, their light, their life.
Design the AR experience
Proposed AR-based product visualization — preview the piece in your own room — and a website redesigned around interactive decision-making rather than static catalog pages.
Build the funnel + mix
Owned: SEO, blog, conversion improvements. Paid: Google Ads on non-brand and competitor keywords. Social: Instagram contests, influencer partnerships, giveaways — allocated 44/30/20.
What the research said
SOURCE — SEGMENT + CHANNEL RESEARCH- a.
Trust is the barrier in high-ticket e-commerce. All three segments stalled at the same point: committing to an expensive piece they had never touched.
- b.
Visualization drives conversion. AR previews reduce uncertainty before the purchase — and returns after it.
- c.
Discovery is social-first, not search-first. Furniture shoppers find brands through Instagram and influencers before they ever type a query — the mix had to meet them there.
- d.
Consistent storytelling compounds across channels. The same brand story in owned, paid, and influencer content does more than three separate campaigns.
Where it landed
MegMade's first integrated full-funnel go-to-market strategy:
- —Experience-led differentiation — AR previews and interactive content as the answer to the confidence gap, not just more ads.
- —A data-backed media mix — 44% paid search, 30% social ads, 20% influencer, each channel assigned the job it does best.
- —An ROI model to decide with — roughly $2.2M in modeled return on $250K spend (projected), giving leadership a concrete basis for the investment.