If you follow our blog, you’re probably already aware of Fraser’s stance on social media influencers – we believe they can serve as powerful messengers for many brands. And when done right, an influencer campaign can deliver far more than compelling content – it can bring in tangible results. Sometimes even unexpected ones.
For Jonathan Louis, a nationwide furniture manufacturer based in Los Angeles, influencers have not only helped transform their social presence, but their posts have translated into sales – and, most recently, sparked an entire new product line.
Flash back to summer 2015. Fraser was knee-deep in curating a powerful force of bloggers and Instagrammers for Jonathan Louis’ first-ever influencer campaign. Our goal was to identify and collaborate with leaders in the lifestyle, mommy and interior design sectors to authentically promote our clients furnishings with real people in real homes.
During our quest, we identified Justina Blakeney – designer, artist and author of the New York Times best-selling book, The New Bohemians. With more than two million followers online and named a top designer by Harper’s Bazaar, NY Mag and Lonny Magazine, Justina is one of the leading design personalities on the web. In fact, her award-winning blog, The Jungalow, has been named one of the best design blogs by Domino Magazine, Better Homes and Gardens, Marie Claire Magazine and Refinery29. Fraser knew Justina’s style was the ideal fit for Jonathan Louis: edgy, playful, distinctive and completely unexpected.
Our hunch was right – the two brands together created a truly authentic connection. Fraser worked hard to develop a strong relationship with Justina and her agent on behalf of our client, and helped identify the perfect piece of furniture that represented the artist’s unique aesthetic. Jonathan Louis delivered a bold, peacock blue sectional that screamed Jungalow Style, and once Justina published her living room reveal featuring her latest Jonathan Louis piece, her followers went wild. Thousands of likes, comments and shares later, plus a feature in House Beautiful Magazine, we realized we were on to something. Something even bigger.
A few months after Jonathan Louis’ highly successful campaign with Justina Blakeney, which resulted in a significant lift in both social followers and web traffic for our client, the concept of a mutual furniture line sparked as a “what if” idea over coffee. From there, it quickly grew to become an organic, hands-on collaboration between furniture manufacturer and designer. Our influencer strategy took on a whole new identity as our client and Justina embarked on a new project – namely, brainstorming patterns and hitting the fabric stores for their new line. Fraser documented the journey on Instagram, Facebook and Pinterest, piquing genuine interest and excitement among both Jonathan Louis’ and Justina’s followers along the way.
This past fall, at High Point Market, the interior design industry’s most renowned furniture expo, Jonathan Louis and Justina Blakeney revealed one of the most highly anticipated furniture launches of the season: “Justina Blakeney Loves Jonathan Louis.” Following the unveiling of this striking collection of sofas, sectionals and accessory furniture, hundreds of new followers swarmed Jonathan Louis’ Instagram profile – many of Justina’s most loyal fans – and are eagerly awaiting the collection’s retail release in early 2017. Even weeks after the reveal, social media buzz and customer demand continues to grow, and both brands – and Fraser – couldn’t be more thrilled.
We always advise our clients to “go beyond the post,” when it comes to social media. That means “mingling” regularly on social media – engaging with customers, influencers and even other brands via one-to-one conversations and forging key relationships. Our successful work with Justina Blakeney is just one example of how an influencer strategy can go beyond content. Because when you find an authentic connection and nurture that relationship, the possibilities for a brand can be endless.