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Case Study: Pottery Barn Adorns Blogger Homes For The Holidays

Case Study: Pottery Barn Adorns Blogger Homes For The Holidays

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Instagram Influencer Marketing Case Study: Pottery Barn Marketing Decks The Halls With Boughs Of Holiday Home Bloggers

The holiday season brings about a spike in consumer spending that many brands look to procure. According to the buying guide, WeAreTop10, Americans spend more than $1 trillion on gifts during the holidays, with purchases by Gen Xers averaging $782, and Millennial spending averaging $609.

With more than three-quarters taking place online, social media platforms have become effective gateways for consumers to be exposed to different products and services. Influential bloggers, who balance long-form content on proprietary websites with short-form posts on social platforms, have become go-to resources for shoppers seeking information and inspiration. Leading up to and during the holidays, bloggers can be powerful voices to connect engaged consumers with brands looking to promote their wares.

Related Post: Most Notable Influencer Marketing Campaigns Of 2018

Pottery Barn Hosts Influencer Home Tours With Holiday Cheer And Ornamental Inspiration

pottery barn marketing strategy

In anticipation of holiday splurging, Pottery Barn marketing set out to capitalize on the spending spirit of Americans. With 48% of consumers starting to shop for the holidays in November and 46% of holiday shoppers purchasing home furnishings or decor, the upscale furniture and home decor retail chain made sure to add its sale items to influencers' Christmas lists (as well as their followers).

Goals

  • Awareness - Promote Pottery Barn deals for Barn Black Friday and Cyber Monday sales leading up to the popular shopping days
  • Engagement - Get followers excited about holiday decor through Pottery Barn’s marketing campaign, “The Loveliest Looks of Christmas Home Tour”

Approach

pottery barn marketing

  • Channels - Instagram, blogs, and Pinterest
  • Influencers - Nine lifestyle and interior design bloggers who also have strong presences on Instagram

Pottery Barn’s “The Loveliest Looks of Christmas Home Tour” created collaborations with nine influential lifestyle and interior design bloggers. The tour’s posts went live on November 19th, producing a series of bright and festive home photos, featuring trees, wreaths, stockings, and other holiday decorations. As many prepared for the holiday season, Pottery Barn aimed to spread holiday cheer in a fashionable way.

pottery barn marketing

While some influencer posts focused primarily on decor, other bloggers personalized the images, showcasing themselves within their holiday-inspired environments. Each blogger participating in “The Loveliest Looks of Christmas Home Tour” tagged @potterybarn in their captions, as well as the other eight bloggers involved in the campaign. Some of the bloggers also added LIKEtoKNOW.it URLs that featured the items in their photos and linked to corresponding pages on the Pottery Barn website.

Related Post: Top 10 Pinterest Influencers Curating Content Online

Results

Combined results from nine select posts in “The Loveliest Looks of Christmas Home Tour”

pottery barn marketing

Social Reach

  • Instagram followers targeted: 1,136,000
  • Pinterest followers targeted: 15,319,500

Engagement

  • Likes: 21,275
  • Comments: 965
  • Average engagement rate: 1.90%

Kristy Wicks Cozies Up For Christmas

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Happy Monday everyone! Today on the blog I’m sharing my cozy family room holiday decor along with helpful tips on how to make your Christmas home look and feel special for friends & family this holiday season. ❤️💫🎄 Tap the photo - I’m joining an amazing group of friends in the “Loveliest Looks Of Christmas” tour sponsored by @potterybarn. So fun!! 😍🙌🏻 Head to kristywicks.com for the entire tour and make sure to stop by all the other incredible accounts taking part. 🎁✨☃️ @summeradamsdesigns @ablissfulnest @thelushlist @j.cathell @fashionablehostess @roxanneawest @katelynpjones @palmbeachlately ——————————————— #pbapartment #familyroom #winter #christmas #christmastree #christmasdecorations #cozy #potterybarn #instadecor #christmaslights #lights #home #goals #luxury #warmth #homedecor

A post shared by Kristy Wicks (@kristywicks) on

At 313,000 followers, lifestyle blogger Kristy Wicks had the largest Instagram following of the influencers involved in Pottery Barn’s marketing campaign. Wick’s post featured her and her dog, Maggie, sitting next to an elegantly decorated tree in her home’s family room. Within the caption, Wicks’ invited followers to take a full home tour on her website, as well as asked fans to check out the other bloggers involved in the campaign. Wicks’ responded to many followers in the comments section, which likely contributed to her achieving the most likes and comments of the campaign at 5,120 and 300, respectively.

Roxanne West Spreads Holiday Puppy Cheer

 

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We’ve got a happy pup on our hands, Gatsby is all over The Loveliest Looks of Christmas Tour sponsored by our friends @potterybarn on bonjourblissblog.com today! What do you guys think of the fresh 15 foot magnolia garland we made? I am so honoured to be joining some of my favourite talented blogger friends are joining me to share a peek into their holiday decor this season so hurry on over for some major inspo & gift ideas, pssst a lot of our stuff is on sale right now. 🎄🎁 ❄️ #mypotterybarn #bonjourblisshome #potterybarnchristmas @sunmeradamsdesigns @ablissfulnest @katelynpjones @kristywicks @palmbeachlately @fashionablehostess @j.cathell and myself @roxanneawest |______________________ Open a browser window to bonjourblissblog.com for the full post! http://liketk.it/2ylfj #liketkit @liketoknow.it . . . . . #holidayhome #christmasdecor #giftguideforher #fauxfurdecor

A post shared by Roxanne A West (Bonjour Bliss) (@roxanneawest) on

Bonjour Bliss Blog founder and editor Roxanne West posted a picture of her dog Gatsby lying in front of a fireplace adorned with four white stockings. West’s caption mentioned the other eight collaborating bloggers and offered a URL to her LIKEtoKNOW.it page. The page featured several of her featured home items, which linked directly to Pottery Barn product pages. With 173,000 Instagram followers, West garnered 3,176 likes and 84 comments. She also engaged with many of her followers, thanking them for their comments and compliments.

Summer Adams Creates Winter White Christmas

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W 💗 W// Thanks to all of you who have responded so warmly and have already visited our “Loveliest Looks of Christmas Tour”, sponsored by @potterybarn!🥰 It is so fun to share my Christmas entryway and first Christmas tree with you! Open a browser window to ✨SummerAdams.com ✨ to see more of my Christmas decor and winter fashion and thanks also visit my darling friends: @palmbeachlately @katelynpjones @kristywicks @roxanneawest @thelushlist @j.cathell @ablissfulnest @fashionablehostess! . . You can also follow me on the @liketoknow.it app to shop your screenshot of this image and all my IG posts! http://liketk.it/2ylxp . . . . . . . . . . #liketkit #LTKhome #ltkholidayathome #christmasdecor #ltkholidaystyle #christmasentryway #ltkholidaywishlist #ltkholidaygiftguide #whitechristmastree #whitechristmasdecor #flockedchristmastree #flockedtree #flashesofdelight #christmasiscoming #potterybarnchristmas #mypotterybarn #ggholiday #smpholidays #theeverygirlholiday #classychristmas #elegantchristmas #glamchristmas #christmasinterior #christmas🎄 #ihavethisthingwithchristmas #ochristmastree #winterwonderland

A post shared by Summer Adams (@summeradamsdesigns) on

Summer Adams of Summer Adams Designs showed off an elegant collection of white and silver Christmas trees in her post. Within the image caption, Adams encouraged her account’s 105,000 followers to check out her website, her LIKEtoKNOW.it page, as well as the other eight campaign bloggers. Adams’ image received 5,081 likes and amassed 250 comments, where she took time to respond directly to many her followers. At 5.07%, Adams’ post had the highest engagement rate.

Takeaways

  • Pottery Barn’s “The Loveliest Looks of Christmas Home Tour” collaboration with lifestyle and design bloggers was an authentic and organic fit for both the brand and participating influencers.
  • Followers of the bloggers’ Instagram accounts expressed their enthusiasm around the holiday images and design work. Influencers who engaged with their followers in the comments section created a conversational environment that complemented the “home tour” theme, resulting in strong engagement.
  • Tagging other bloggers who were a part of the tour increased the reach of the campaign, exposing followers to other Pottery Barn partners and products.
  • Bloggers who posted their LIKEtoKNOW.it page created an avenue for followers to see individual products, as well as make purchases through Pottery Barn’s website.
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December 27, 2018 By Mediakix Team