We spoke with a mix of influential community members from across metro-Richmond, making sure to get both demographic and geographic diversity.
Then, we partnered with 6 of those influencers and one professional organizer to create sponsored content.
Our influencer strategy served three purposes:
Feedback: They were our connection to the local community. We solicited feedback to inform our strategy at the beginning and they continued to be a source of feedback throughout the campaign.
Reach/Ambassadorship: We're able to reach an expanded audience and expose them to The Container Store through the trusted lens of each influencer.
Content: Each influencer created unique, helpful, entertaining content that can be incorporated into multiple channels within our strategy influencing media outreach, mailers, and social media content. Through the influencers, we were able able to highlight multiple product offerings in detail with relatable and relevant advice and instruction.