Stearns & Foster: Curated Craftsmen

Stearns & Foster wanted to build an Instagram presence, but mattresses alone weren’t enough to earn attention in social feeds. We shifted the focus from the product to the idea of craftsmanship, partnering with makers across the country to tell stories about quality, process, and handmade design. “Curated Craftsmen” transformed the brand’s Instagram into an editorial showcase of people who shared Stearns & Foster’s commitment to craft.

My Role:

Co-developed the concept and led art direction, creator curation, design, and production. I helped identify and partner with craftsmen, shape the visual storytelling, and build a cohesive social experience around their work and stories.

Impact:

Within the first month, the campaign generated nearly 2.3M impressions, grew followers by 240%, and increased average engagement per post by more than 5,000%. Its success also expanded into a custom collaboration and social giveaway with featured maker Urban Hardware.