5 Home Brands Showing Influencer Marketing How It’s Done
We’re still at it bringing you five more brands that shine with influencer marketing. Take a look at these five trends among winners:
- Using traffic to your advantage with Frigidaire, Lowes, and Jen Love Kev
- Creating narratives with Joss and Main and Design Love Fest
- Taking advantage of micro-influencers with Good Housekeeping and StoneGable
- Working subconsciously with Behr and The Glitter Guide
- Making mash-up campaigns with LG and Bright Bazaar
Take a look at the details below:
Using Traffic To Your Advantage with Frigidaire, Lowes, and Jen Loves Kev
If there’s one thing a home influencer loves, it’s a good home makeover. Check out this one from Frigidaire, Lowes, and Jen Loves Kev.
Makeover reveals are great campaigns, they excite the visionary in all of us. They’re often the model for future projects. Audiences use them to learn about new products and find new trends in design and décor. Hence, they generate lots of traffic. This reveal in particular was a dream collaboration between Lowes, Frigidaire, and Jen Loves Kev as it combined aesthetics and functionality. Jen Loves Kev demonstrated impeccable taste. Their remodel was light, fresh, and contemporary. Meanwhile, Lowes and Frigidaire delivered their functional, high-quality appliances. There’s not much else a viewer could want from a campaign, especially in one of the most important areas of the home. As expected, Jen Loves Kev’s reveal performed exceptionally well, racking up over 50,000 re-pins on Pinterest boards.
Creating Narratives with Joss & Main and Design Love Fest
Entertaining is another specialty of home and lifestyle influencers. Entertaining guides and ideas make well-received campaigns. Here’s one from Design Love Fest for Joss & Main.
Here, the take-home is that these types of entertainment campaigns are all about creating narratives. Design Love Fest does this by setting a realistic environment with friends, food, and fun in tow that uses stunning visuals to showcase Joss and Main’s products in-action. She features 30 shoppable images that create a vignette of sorts around the items. Design Love Fest spares no expense. She doles out everything from Joss and Main candles and lanterns to rugs and ottomans for stunning results. This single image raked in nearly 5,000 likes proving as always that it’s safe to say — narratives count!
Taking Advantage of Micro-influencers With Good Housekeeping and StoneGable
You know what they say — out with the old, in with the new. Interior design enthusiasts are all about new décor. Take a peep at this fall décor redux campaign with Good Housekeeping and StoneGable.
This campaign works for a number of reasons. First, it is marketed as a fresh seasonal update which is much more accessible, less time consuming, and less expensive than a full-on renovation. More importantly, Good Housekeeping’s campaign takes advantage of the power of micro-influencers. StoneGable’s fall home update is part of the magazine’s larger Eclectically Fall Home Tour which features 10 other home influencers that give us a sneak peak into their cozy autumnal abodes. This sort of activation is wise. It allowed the brand and the influencers to reach a wide variety of 11 distinct audiences both in and outside of their normal demographics. The multi-influencer approach was a clear success. StoneGable’s fall décor tour made its way on to more than 21,000 Pinterest boards.
Working Subconsciously With Behr and Glitter Guide
Sometimes successful campaigns can work in a way that isn’t so obvious. Check out this unconventional makeover activation from Behr and Glitter Guide.
Sometimes the usual “before” and “after” makeover campaign can feel a little expected. That’s where this one comes in. It isn’t the typical room reveal. Instead of being overt and all about Behr paint, the campaign actually works a little subconsciously. It centers on the three elements that help promote productivity and creativity in a home office: color, texture, and life. This focus on bettering one’s quality of work gives the campaign broader appeal and practical applications that encourage viewers to engage with it on a deeper level — point for Behr. Coincidentally, it also just so happens that color, texture, and life come into consideration when selecting paint colors for your home — extra point for Behr.
Making Mash-up Campaigns with LG and Bright Bazaar
Let’s keep things going with unexpected campaigns. Check out this masterful mashup from LG and Bright Bazaar that pushes back against the obvious.
This campaign is by all means a mash-up. Bright Bazaar puts together two seemingly unrelated things (the LG Signature Air Purifier and modern fine art) and ingeniously uses aesthetics and function to link them together for an interesting activation. As it turns out, modern art and air purifiers are more closely related than one would think. The LG air purifier perfectly embodies the sleek design and aesthetic of modern art. Even better, the air purifier doubles not only as a means to cleanse your home but also as a means to better preserve your favorite art pieces. Here, deviating from the norm definitely paid off. This campaign was certainly more captivating than a typical straight-forward presentation. As a result, this quirky mashup did quite well on social media platforms. Sleek, chic, artistic images like this one reeled in over 4,000 likes on Instagram.
For more home industry insights be sure to check out Bloglovin’s 2016 Micro-Influencers and Omni-Social Strategy where we delve into the six major micro-influencer industries and the social channels they use to connect with audiences.
Many thanks to Samone Wheeler for her contributions to this article.
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