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Made.com taps into community spirit
Influencers, KOLsFurniture & furnishings retail
Social media marketing at online furniture brand Made.com has shifted away from “pay-to-play” influencer marketing towards paid long-term projects that benefit audiences.
Why it matters
Even before the pandemic, Made.com was moving away from short-term partnerships with influencers to prioritise building brand advocates. (Read more in WARC’s report: Made.com’s five tips for better influencer marketing.) Since then, its social listening indicates that consumers are increasingly disillusioned with standard forms of influencer marketing and are looking for more meaningful content.
During the first lockdown, Made.com redirected half of its influencer marketing budget into donating furniture to NHS staff rooms.
That prompted the creation of a YouTube series, MADEover, which has included influencers renovating a care home and a community project.
The Drum reports that the pivot to such projects has increased brand engagement and positive sentiment; there has been a 30% year-on-year increase in social content about Made.com.
“This is the evolution of what influencer marketing should look like. It should be based on consumer behavior, be more impactful and more memorable, but also create positive change and really contribute to society” – Lauren Spearman, head of consumer comms and social at Made.com.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。