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Urban Barn x Émilie Cuizine
A New Store, a New Home Chapter.
Émilie takes her community inside the new Urban Barn in Griffintown, a Reel that turns a store visit into the start of a home makeover.
Urban Barn
Instagram
Production Note
Everything you need to know, at a glance.
Objective
Raise awareness of the new Urban Barn store in Griffintown and position the brand as a destination for well-made, lasting furniture
Audience
Montreal families and homeowners who follow Émilie Cuizine for lifestyle, home and family content
Format
Instagram Reel, first chapter of a two-part home makeover story, French caption
01 - The Brief
Put the new store on the Montreal map.
Émilie takes her community inside the new Urban Barn in Griffintown, a Reel that turns a store visit into the start of a home makeover.
02 - On the Ground
A New Store, a New Home Chapter.
The first chapter of a two-part story, with the home transformation still to come.
03 - The Output
A Reel built as the first episode of a home makeover story.
A cliffhanger that brings viewers back for the makeover.
Series integration
Woven into Émilie à Montréal, a format her audience already follows.
Local angle
A spotlight on the new Griffintown location and its Canadian roots.
Two-part story
A cliffhanger that brings viewers back for the makeover.
04 - The Approach
Make it part of her life, not a store tour.
Instead of listing products, Émilie shares a real project for her family's home. The store becomes part of her story, and the promise of a part two keeps her audience engaged with the brand beyond a single post.
01
Series integration
Woven into Émilie à Montréal, a format her audience already follows.
02
Local angle
A spotlight on the new Griffintown location and its Canadian roots.
03
Two-part story
A cliffhanger that brings viewers back for the makeover.
04
Brand hashtag
Published with #MyUrbanBarn to connect with the brand's community.
05 - The Reception
A store visit Montreal watched.
93.1K
Instagram Reel views as of October 26, 2026
Campaign Gallery
The work, unfiltered.
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Frequently Asked Questions
What was the goal of this campaign?
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A New Store, a New Home Chapter.
How did One Way approach this project?
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Instead of listing products, Émilie shares a real project for her family's home. The store becomes part of her story, and the promise of a part two keeps her audience engaged with the brand beyond a single post.
What reach did this campaign achieve?
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Case study by One Way: Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
One Way talent Émilie Cuizine, Montreal food and lifestyle creator, partnered with Urban Barn in October 2026 to introduce its new Griffintown store in an Instagram Reel from her series Émilie à Montréal, the first chapter of a two-part home makeover story.
One Way talent Émilie Cuizine, Montreal food and lifestyle creator, partnered with Urban Barn in October 2026 to introduce its new Griffintown store in an Instagram Reel from her series Émilie à Montréal, the first chapter of a two-part home makeover story.
Instead of listing products, Émilie shares a real project for her family's home. The store becomes part of her story, and the promise of a part two keeps her audience engaged with the brand beyond a single post.
