Home & Lifestyle: 5 Successful Influencer Marketing Campaigns

[Dimaeiya333]

With the pandemic, who hasn't wanted to change the decor of their home to feel better in it? As we spend more time at home, our interest in the Home & Lifestyle sector has not stopped growing. Redecorating the living room to make it more welcoming, redoing the slightly dated kitchen, fixing up the balcony to make it more pleasant, etc. The brands in the Home & Lifestyle sector knew how to carry out Influencer Marketing campaigns that further fueled our desire to change the entire interior of our house. We have selected 5 of them for you.


Made.com - Adapting Influencer Marketing Strategies to Achieve Greater Impact
British furniture and home decor brand Made.com has evolved its influencer strategy to focus on projects with more impact than just product deliveries.

Lauren Spearman, Head of Consumer Communications and Social at Made.com, further explained to The Drum that social listening revealed that customers were growing tired of traditional gifting and paid influencer marketing, and were looking for more meaningful content: “ This is the evolution of what influencer marketing should be – it should be based on consumer behaviour, be more impactful and more memorable […] But also create positive change and really contribute to society ,” she said.

So Made.com decided to create the “ YouTube Madeover ” series, in which the brand collaborated with influencers through home improvement or decoration videos. A dedicated page was also created on the brand’s website so that Internet users could easily find all the products featured in the various videos.

Made.com collaborated with content creators such as French KOL Salima Aliani (562K subscribers on Youtube) who redecorated her entire living room with furniture and decorative objects from the Made.com website. Th payroll directors email database e video has been viewed by over 230K people and has generated many comments.


Made.com's strategy for this YouTube campaign was to offer more dedicated content than just a photo posted on social media. It also consisted of activating both macro-influencers , such as Sophdoeslife (over 1.3M subscribers on YouTube) , and micro-influencers such as Bij Bonnie (40K subscribers on YouTube) or Aimée van der Pijl (62K subscribers on YouTube). In total, 9 KOLs (Key Opinion Leaders) were activated for this campaign and the 9 videos produced generated over 1M views on YouTube.

A change of direction that has amply demonstrated its effects. In fact, at the beginning, about half of Made.com’s budget was dedicated to product donations and a part to experimenting with more global Influencer Marketing campaigns : “ Paid posts and donations are a very traditional way of working and every year we move away from this strategy. We are now deliberately moving towards profitable long-term projects that benefit audiences .”

Since changing her strategy, Lauren Spearman has seen an increase in brand engagement and positive sentiment and noticed a 30% increase in social media content mentioning Made.com .