The Nordstrom Anniversary Sale is one of the most exciting events of the year for top fashion bloggers, Instagrammers, and YouTubers, making it a natural fit for influencer marketing initiatives. As the influencer marketing industry continues to grow at a rapid pace, Nordstrom is turning to all social platforms to get the word out about its biggest sale of the year.
In this case study, we’ll examine how Nordstrom partners with influencers on Instagram, blogs, and YouTube in order to drive sales during the Nordstrom Anniversary Sale.
Approach: To promote its Anniversary Sale, Nordstrom partnered with 22 Instagram influencers to create 46 sponsored posts on Instagram. The vast majority of the influencers involved were millennial females with fashion-focused feeds. They ranged from up-and-coming fashion Instagrammers with around 100,000 followers to some of the most well-known fashion influencers in the industry.
In their captions, the Instagrammers showcased their outfits and specifically mentioned that they were purchased at the Nordstrom Anniversary Sale. Additionally, they developed and used the brand hashtags #nsale, #nordygirl, and #nordstrom.
Results: To date, the Instagram influencer campaign has generated 1.1M likes and 10K comments, with a total engagement rate of 6.3%.
One of the top performing influencers included Jess Conte, an Australian social media influencer best known for her musical covers on YouTube. With 1.2 million followers on Instagram and an equally large audience on YouTube, Conte has an enormous fan base.
In her sponsored Nordstrom post, Jess is wearing an outfit that is entirely from the Nordstrom Anniversary Sale. The post blends in nicely with her stylish, aesthetically pleasing Instagram feed while clearly showcasing four items from the sale. The post has received over 300,000 likes to date with an impressive 50% engagement rate.
Ashley Graham, an American model and body activist, shared one sponsored Instagram post with her 4.6 million followers in order to raise awareness for Nordstrom’s Anniversary Sale. Her post, shared on the first day of the campaign, effectively generated excitement for Nordstrom’s sale receiving over 120,000 likes to date.
While Graham has the biggest following of any Instagram influencer associated with Nordstrom’s campaign, she received less engagement than social media influencer, Jess Conte.
Approach: In addition to its Instagram initiative, Nordstrom also sponsored blog posts across trusted and most popular fashion blogs in the space. In their blog posts, the fashion bloggers showcased products from the sale by either identifying their top sale picks or creating an outfit using only sale items. All bloggers were millennial women, helping Nordstrom reach its core target market.
Christine Andrew of Hello Fashion was the most active blogger Nordstrom leveraged during the Anniversary Sale. Based in Salt Lake City, the mother of three regularly writes on the topics of travel, fitness, beauty, and family matters, though the cornerstone of her work is fashion. Andrew created five posts in partnership with Nordstrom.
One of her posts alerted readers of restocked sale items, helping Nordstrom keep interest and awareness up during the sale period. The post fits in naturally with Andrew’s regular blog content and is aligned with her goal of offering her readers the best fashion finds and tips.
Another blogger, Julie Sarinana of Sincerely Jules, published one post for the brand on July 13, the day the sale opened to card holders. By doing so, Sarinana created buzz at the beginning of the three-week sale period and featured sale items. She also used Instagram to promote the post, producing over 57,000 likes to date on the promotional photo.
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Approach: To further advertise the sale, Nordstrom collaborated with dozens of YouTube influencers. The YouTube creators involved are all primarily known for creating fashion and makeup videos on the platform. Each influencer showcased their top sale picks using the format of a haul video or a vlog. Each video included affiliate links in the description box in order to drive traffic directly to Nordstrom’s site and increase sales.
Most of the influencers created videos dedicated solely to the sale, maximizing viewers’ awareness. The creators involved varied in size, ranging from 5K subscribers to 750K subscribers, which helped Nordstrom reach both large and niche audiences.
Alexandrea Garza has the largest subscriber count of the influencers involved. In addition to her widely popular fashion content, the YouTuber also creates fitness and relationship videos and maintains a vlog channel with her husband, Michael.
Garza created two videos in partnership with Nordstrom, both haul videos sharing her sale picks. The higher performing video garnered over 147,000 views, 4,700 likes, and 500 comments.
Shea Whitney, a smaller fashion YouTuber with 71K subscribers, generated the highest engagement rate of the campaign, 7.5%. She implemented a vlog format and brought viewers along while she shopped the sale in person to create a personalized experience for her fans. The video matches the style of Whitney’s other haul videos while clearly calling attention to sale items.