Challenge & Solution
Household and garden retailer, wilko, tasked us to drive talkability across social media for the launch of its new autumn/winter homeware range.
We used our little black book of influencers to create an Instagram-only campaign to drive brand discovery, engagement and reach. We handpicked influencers using the Brazen Ranking Index (BRI) which takes into account various factors, from brand and audience relevance – this ensured our campaign had a real social punch.
Using our A/W campaign hashtag, #MakeItCosy, we challenged influencers to create their own cosy corners at home, using only wilko’s new range. The content was pushed out at the same time to create maximum noise by flooding the influencers’ networks with the same message at the same time, resulting in a halo-effect across the range.
We amplified content further by running ten consecutive competitions at the same time, giving fans the chance to win their own #MakeItCosy bundle to recreate their influencer’s look at home.
A neatly wrapped up campaign that was highly targeted and very measurable, demonstrating a real value for money – this made it a collection NOT to be scrolled past.
Results & ROI
- Over 308,660 reach
- 4,315 likes
- Avg. ER: 2.9%
- 2,162 comments
