Background

woolroom are a luxury British brand that create sumptuous wool bedding and mattresses for the perfect night's sleep.

They approached Viral Seeding to promote their brand video and launch and manage an influencer marketing campaign following their recent change in brand direction. woolroom’s refresh saw them move away from their problem-solving image to one of aspiration. The influencer placements needed to align with this change, work to further woolroom’s new image and increase brand awareness.

Objectives


Bring woolroom’s message to a new audience



Drive new customers to woolroom’s stores and website



Get woolroom included in purchasers ‘short list’



Continued brand awareness of woolroom


Strategy

Viral Seeding put together a strategy which consisted of influencer product reviews with features across blogs, Instagram and YouTube supported by promotion of the brand film on YouTube to a highly targeted audience.


Researching and recruiting influencers whose values and content align with those of woolroom



Briefing influencers on the requirements of the campaign



Overseeing the ordering and delivery of goods between woolroom and each influencer



Setting up highly targeted video promotion of the brand film on YouTube



Regular monitoring and adjusting the video promotion to ensure maximum effectiveness



Weekly reporting and final project evaluation


Campaign Results


14 pieces of coverage secured, reaching over 520,000 people



16 Instagram posts reaching over 791,000 followers, receiving over 17,000 likes and 434 comments



48 Pinterest pins reaching over 1,880,000 followers



185,390 targeted YouTube views delivered on the brand video



25 tweets to over 88,000 followers



11 Facebook shares to over 55,000 followers



63 traffic driving inbound links to the woolroom website



Over 3000 referrals to the woolroom website



Confirmed purchases as a result of the campaign


Highlights & coverage

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