Heritage Bathrooms briefed us to develop and create influencer marketing and build a network of influencers as part of an ongoing campaign to drive awareness of its range of beautiful bathroom products among a younger audience. These influencers should represent the Heritage customer persona, and deliver high-quality coverage along with backlinks to the Heritage website or the brand’s social channels.
The challenge here was that finding the right influencers would be key. A bathroom renovation is a big expense and one people undertake regularly, so it was important to identify people who were preparing to, or already starting to undertake, their bathroom renovation.
Our action to meet this brief was two-fold. Vitally, we engaged in a co-ordinated outreach programme to a series of lifestyle and interiors influencers. This involved following and messaging them on their most prominent social media channel, as well as researching them to find out what they were interested in, so we could target them accordingly.
Secondly, we reviewed all our social content to ensure that it would engage influencers when they landed on our page, and encourage them to contact us directly. This was a particularly important tactic on Instagram, a key channel for influencers seeking out collaborations.
By generating more unique story content, as well as filling our grid post with ‘wow’ images we were able to increase the number of inbound inquiries from influencers who were in the process of renovating their bathroom and looking for product to support this.
Over the first 12 months of our campaign, we completed projects with four separate influencers, two of which had a following of over 1 million people on their main account. This included Grace Beverly, who was in the Sunday Times’ top influencers list for 2019, and Sophie Hannah – who has also collaborated with brands such as Primark and BooHoo.
In total the campaign has generated around 30 pieces of influencer coverage and reached an estimated combined total of more than 4 million people. One of our top pieces of content secured in excess of 40,000 likes.