Client Background
A well-established mid-sized furniture manufacturer offering modular furniture, sofas, beds, and home décor products across India. Their key customer base included urban professionals, families, and renters looking for affordable yet premium-looking home solutions.
Problem Statement
The brand had strong product offerings and a good retail footprint but lacked a digital-first reputation. It needed to attract attention from new-age consumers who often relied on social media, influencer reviews, and aesthetic inspiration for buying decisions. Their aim was to build an aspirational image and drive product inquiries through online platforms.
Service Provided
We planned and executed a tailored influencer marketing campaign focused on promoting design, comfort, and convenience to online-first audiences through Instagram, YouTube, and Pinterest.
Solution Provided
- Influencer Discovery & Segmentation
- Partnered with home décor creators, interior designers, and urban lifestyle bloggers.
- Included both micro-influencers (10k–30k followers) and a few mid-tier creators (50k–100k) to ensure niche targeting and wide visibility.
- Content Themes and Messaging
- Focused on:
- “Before/After” room makeovers
- Tips for small-space furniture arrangement
- Showcasing modular furniture and budget-friendly upgrades
- Influencers highlighted brand USPs like customizable options, sustainable materials, and quick delivery.
- Focused on:
- Aesthetic-Driven Platforms
- Instagram and Pinterest were the lead platforms for their highly visual nature.
- YouTube was used for furniture unboxing, assembly demos, and home tour collaborations.
- Geo-Focused Promotion
- Targeted influencers from cities like Bangalore, Hyderabad, and Pune — key hubs for renters and first-time homebuyers.
- Local language overlays were included in subtitles and voiceovers.
- Special Offers & Trackable Engagement
- Used swipe-up stories and discount codes to encourage inquiries and showroom visits.
- Weekly tracking ensured optimization of posts with high save rates and click-throughs.
Execution Timeline
- Campaign Duration: 6 weeks
- Platforms: Instagram, YouTube, Pinterest
- Number of Influencers: 14
- Languages Used: English, Hindi, Telugu
Results Achieved
- 2.1M total views across Instagram and YouTube
- 7.4% average engagement rate
- 3,000+ website visits from influencer links
- 230 direct product inquiries tracked via promo codes
- 18% uptick in footfall to showrooms in 3 cities
Client Feedback
The client appreciated how influencers helped them position their furniture as both stylish and reasonably priced. The visual content created by home décor creators was later repurposed for ads and emailers. The campaign helped establish the brand’s presence among younger buyers who prefer modern designs and flexible installations.
Key Takeaways
- For furniture brands, visual storytelling through influencer-led makeovers is highly effective.
- Platforms like Instagram and Pinterest work well to attract design-conscious audiences.
- Highlighting space-saving designs and economical solutions resonates well with renters and young families.
- Local content and urban-focused creators help drive foot traffic and inquiries to showrooms.
