Studio.co.uk, the largest multi-range digital value retailer, has historically always been known for its direct to consumer catalogue approach. However, as the brand continues to grow and become an online first retailer, it needed to increase its presence online to help drive brand love and create more opportunities for purchase consideration.
Havas worked to create a strategy that would see a key audience speaking positively about the brand. Studio.co.uk has over 3,000 SKUs and the quality of its products amaze customers far and wide so it was important that the activation captured this surprise and delight.
Using internal tools, Havas identified ten micro influencers, a mixture of interiors and fashion to be the brand’s ambassadors for six months. The influencers went through a rigorous assessment to ensure not only were they right for the brand but that they were authoritative and authentic.
Each influencer would bring to life content every month with the bespoke packages that fitted perfectly with their current lives. It was important to highlight that Studio.co.uk had the best value product for any occasion – and we managed to surprise and delight many of the influencers, not only with the selection of products available but the quality - really delivering the brand’s value messaging.
To drive further awareness with a bigger audience, Havas also ensured that during the key Christmas period macro interior influencers were gifted products that brought to life their Christmas theme at home.
A new approach and marketing channel for Studio.co.uk, it was an opportunity to engage a key audience but also outreach to an audience that wasn’t aware of the brand’s existence or its value proposition.
With a piece of content landing every single day over a six-month period and over 2.5M OTS, the campaign was a great example of micro influencing being used to create brand love during an extended period.