Sculpt Fireplace Collection: Forging Relationships and Expanding Horizons with ArchiPro

Sculpt specialises in high-end fireplaces designed not only to withstand the test of time but to become the undeniable centrepiece of any space—projects where visitors walk in and say “wow.”

Sculpt joined ArchiPro in 2021, during the global pandemic, driven by the need to bring their showroom experience directly to people’s homes. “During lockdowns, having an online marketplace was paramount” says Jade, Sculpt’s BDM and Marketing Manager. “Customers couldn’t visit showrooms, so being able to showcase our products with project media, videos of the production process, and how they’d suit a house was essential.” ArchiPro provided a platform to replicate the showroom experience, connecting customers with their dream products from the comfort of their homes.

Showcasing Luxury with Curated Content

With ArchiPro, Sculpt has created a profile rich with visually stunning content. From detailed project pages to behind-the-scenes videos, they tell the story of their products’ craftsmanship and versatility. For Sculpt, projects are a top priority, as they allow their audience to envision their products within the context of their own dream spaces. 

“High-quality media creates a dream-like experience,” says Jade. “If you see a suspended fireplace in an A-frame house overlooking a lake, you’re going to want to sit there and take it in.”

When deciding which projects to showcase on ArchiPro, they follow a thoughtful selection process: “We evaluate the grandeur of the project, the type of product installed, and the versatility of its applications—whether it’s inbuilt, freestanding, single, or double-sided. Some projects simply stand out, and you can’t help but feature them.” This has led to Sculpt showcasing over fifty stunning projects on their profile, both commercial and residential, many of which are also featured on the respective architect's profile as a result of their products being tagged, further extending their reach and visibility.

Uploading projects is made easy with ArchiPro’s A.I. generative description tool, "the addition of AI was fantastic. Coming up with descriptions was a test on my copywriting skills," says Jade.

Driving Results with Data and Insights

ArchiPro’s analytics have become an integral part of Sculpt’s marketing strategy. The Overview Dashboard provides insights into trends and campaign performance, helping Jade make informed decisions while wearing multiple hats. "Having a clear view of the subscription cost per day helps me understand things from a budgeting perspective. I need to have my mind across marketing, sales, ops, finance, HR—you name it—and the overview gives me that clarity."

With their ArchiPro Pixel enabled, Sculpt’s analytics reveal a powerful trend: users who visit their ArchiPro profile and then proceed to their website engage with twice as many pages on the website as they did on the profile. This demonstrates the high intent and quality of referral traffic driven by their ArchiPro profile.

Building Connections and Community

ArchiPro’s tagging and networking features have been instrumental in helping Sculpt forge lasting relationships with architects, builders, and end users. Often, Sculpt is tagged in projects they weren’t initially aware of, as their retailer sells a product to an end user who collaborates directly with an architect. The architect then tags Sculpt in the project on ArchiPro. “We establish a great connection because they specified our product, even though they didn’t leverage our expertise during the process. This allows us to work more closely with them in the future, streamlining the entire experience. Building these continual relationships—ones we wouldn’t have known about without being tagged—is invaluable.” An example of a relationship built through ArchiPro was with the architect of The Stonehouse, Suzanne Hunt, who shared the project to their own profile, too. 

Jade speaks highly of the industry events hosted by ArchiPro that Sculpt have attended over the years. Specifically ArchiPro’s Home Design Evening, hosted across Australia and New Zealand, bringing together premium ArchiPro brands like Sculpt, homeowners, architects, builders and designers in an inspiring and interactive setting.

“We had our products on display and showcased it physically, talking to specifiers and consumers with projects on the go. It was versatile because we were capturing both ends of the market.” The nature of the event meant they were able to bring their retailers along too, who were on the floor selling alongside them. “Talking to everybody in one room and seeing other products was definitely eye-opening. The contacts we got after the event and the follow-up process, getting our foot in the door with key decision-makers, was fantastic”, shares Jade.

Omnichannel Success

Sculpt Fireplace Collection has extended their reach beyond traditional advertising. Social campaigns managed by ArchiPro not only drive traffic but also build trust with customers who see the brand represented by a reputable platform. 

"Customers place higher confidence in not receiving a sale-driven pitch from the brand. Seeing ArchiPro pushing the product makes it feel more reputable and believable." Jade speaks to the importance of having an omnichannel approach, creating a seamless journey for professionals and end-users to discover and purchase their products.

"It’s the omnichannel approach that really matters. Capturing a wide range of people in a wide range of ways is much better than focusing all our time and money on Facebook, for example." They advertise across their own channels, ArchiPro’s channels, and on behalf of their retailers. While leveraging ArchiPro’s social media advertising is their preferred way to reach their audience, they make sure to maintain a presence in ArchiPro’s digital magazines, ArchiPro’s Talk and Curated Collection, to ensure they’re positioning themselves in front of specifying professionals. 

When Sculpt’s marketing efforts generate leads, they either reach out directly via their ArchiPro Inbox or pass them on to their retailers to foster the sale. “The customer has already engaged with a specific product, meaning they’re much further down the sales funnel, rather than starting their search in the showroom,” shares Jade, highlighting the value of sourcing warmer leads through ArchiPro.

Looking Ahead: Scaling Luxury

As Sculpt Fireplace Collection sets its sights on expanding into the New Zealand market, they remain confident in their continued success with ArchiPro in growing their brand. By consistently optimising their profile and utilising ArchiPro’s targeted advertising opportunities, Sculpt is poised to strengthen their position as an industry leader.