Ikea - Create a brand ambassador club to connect with its consumers

[Dimaeiya333]

In 2019, Swedish giant IKEA launched a successful Influencer Marketing strategy by creating its own Spanish “ambassador club” with the aim of opening up to new audiences in an authentic and unfiltered way . The Good Rebels agency, a partner in this project, explained that: “ the objective was to achieve maximum visibility on social media while respecting the values ​​of the IKEA brand with a real, close and authentic tone .”

That’s why IKEA and Good Rebels chose to collaborate with Spanish micro-influencers. Although their community is smaller, they have a closer relationship with their audience , which means their followers trust their opinions more. To keep their influencers motivated, the two brands created an online digital community dedicated to them and rewarded them with perks like free products or trips. They also offered content creators the opportunity to share their ideas to co-create together.

The results of the ambassador campaign allowed IKEA to see an 11% increase in store visits and a 5% increase in sales. The 9,000 pieces of content created by the ambassadors also generated 63 million impressions in total.

Bassett Furniture - Co-creating products with a content creator to modernize the brand image
In 2019, American company Bassett Furniture wanted to shake up its brand image, becoming more modern and playful, while still maintaining its heritage as a luxury home brand. To do so, the company enlisted the help of influencer Jenni Holmes of Dear Lillie Studio , a popular interior designer with 270K followers on Instagram .

Together, they took a very personalized approach, bringing Jenni into Bassett Furniture’s factories so she could custom design furniture for her own spaces. Jenni documented her entire experience and showcased the brand’s products through unique content in four in-depth blog posts ( 1 , 2 , 3 , 4 ) and several social media posts where she was able to reveal the various custom products.

The campaign, which ran from August to December 2019, created strong engagement on social media and drove significant traffic to Bassett’s website . The brand also saw a noticeable increase in “Find a Store” queries on its site.

The campaign was praised by The Drum Marketing Awards USA , which named For payroll directors email database wardPMX , the agency that carried out the Influencer Marketing campaign for Bassett Furniture, as a finalist for its 2020 awards.

Freedom Of Motion - Select KOLs (Key Opinion Leaders) that correspond to the target customers
Freedom Of Motion (FOM) is a brand specializing in modular furniture. New to the market, the brand decided to invest in Influencer Marketing to increase awareness, increase visits to its website, boost engagement and, most importantly, increase sales of its products in its target markets.

In 2020, for its #MyFOM Influencer Marketing campaign developed on Instagram (40%) and YouTube (60%), the brand activated different profiles of content creators carefully selected to fit into the 3 categories defined for this campaign. These correspond, in fact, to the 3 main personas of FOM consumers:

The “innovator,” who is very visual and likes to create new things.
The "inspirer" who has a gift for aesthetics
the "farmer" who invests in products that can evolve
Several KOLs were able to share photos of their interiors featuring FOM branded products on their Instagram accounts, such as Californian content creator Allegra Rose (56K Instagram followers), whose post generated 5% engagement, or New Yorker Katy Bellotte (179K Instagram followers), who achieved 5.4% engagement with her carousel post.