Make it happen High-street retailer, Wilko tasked Brazen to launch its new autumn winter (A/W) homeware range in a truly unmissable way.
What we did Instagram and homeware go hand-in-hand, making it the perfect channel to launch Wilko’s collection. It’s also home to some of the best lifestyle and home influencers in the industry, who have a readily- available audience who are the lookout for this type of content.
Based on our influencer approach, we used our little black book of influencers to create an Instagram-only campaign to drive brand discovery, engagement and reach.
We cherry-picked influencers using the Brazen Ranking Index (BRI) which takes into account various factors, from brand and audience relevance – are they the right people to be speaking out on wilko’s behalf? Through to content review – we selected those whose content had a strong lifestyle edge – and, finally, how engaged their audience was – how much bang for our buck we’ll get. This scientific approach ensured our campaign had a real social punch.
Using our A/W campaign hashtag, #MakeItCosy, which was used across all customer touch points, we challenged influencers to create their own cosy corners at home, using only Wilko’s new range. We took the time to choose different collections, colour schemes and products to ensure each image looked unique and helped show the breadth of the new Wilko A/W ranges.
This also allowed us to create a bank of varied, lived-in lifestyle imagery which we could use across our own channels and credit the influencer, helping us to ramp up our autumn campaign cross our other platforms.
Once approved, the content would be 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.
Results Over 308,660 reach, 4,315 likes, Avg. ER: 2.9% , 2,162 comments