Showcasing Heritage Bathrooms to a younger audience
Learn how we collaborated with some of the UK's top influencers to help Heritage Bathrooms reach a younger audience.
Challenge
To connect Heritage Bathrooms with a younger audience through influencer marketing.
This was to form 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.
Solution
We developed a strategic campaign leveraging lifestyle influencers to showcase the stunning bathroom products.
- The challenge here was that finding the right influencers would be key. A bathroom renovation is a big expense and not 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
Impact
- Collaborations with Grace Beverley, 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
- 30 pieces of influencer content generated
- Estimated combined total of more than 4 million people
- One of our top pieces of content secured in excess of 40,000 likes