The challenge was to increase brand awareness of the online shop for designer furniture and reach a broader target group. At the same time, targeted discounts and exclusive offers during Black Week 2024 were used to boost sales and achieve an increase in purchases.
Another challenge was to increase the reach and interactions between users and AmbienteDirect, win customers and intensify engagement with the brand. New and well-known influencers were to be used to strengthen trust among the new target groups. This is because they have a direct impact on their followers through their authenticity and can position the brand in a trustworthy manner in order to increase the conversion rate.
Whether it’s interacting with influencers, gaining insight into great interior design styles or recreating Instagram posts with products from AmbienteDirect – everything inspires and leaves you wanting more. This is particularly evident in the interactions and positive reactions of followers and users who see the campaign – and, last but not least, in the figures.
As part of the influencer campaign during Black Week 2024, we were able to secure four influencers who brought a total of 147,800 followers with them at the start of the campaign. Through the targeted use of diverse content formats such as stories, reels and posts, we effectively increased the reach and successfully showcased AmbienteDirect.
During the almost two-week campaign, the four influencers achieved a total of 17,615 story views. Two influencers supplemented their stories with reels, which generated a further 8,279 views.
The targets set for Black Sale 2024 were successfully exceeded. In addition to AmbienteDirect’s own marketing campaigns, targeted influencer marketing measures also contributed significantly to the success. The combination of internal and external measures ensured greater reach during Black Week.
First, a strategy for the influencer campaign was developed and the goals were defined. The strategy serves as a basis for further action and includes, for example, the selection of influencers, target group, schedule and content formats. Creative briefings were also created for the content, covering the fundamentals and values of AmbienteDirect as well as the guidelines for the campaign.
Once the influencers for the campaign had been selected, we worked with each influencer to determine the individual content formats (story, reel, post). Then the creative process began, during which the content of the posts was discussed. After the influencer had produced the content, the material was handed over to eology for final approval and was then ready for publication.
After selecting and reviewing the influencers, contact was made and various collaborations were agreed upon. The focus here was on the authenticity and genuineness of the influencers and a follower count of 15,000 to 80,000.
According to a set schedule, the influencers published their agreed posts during and shortly before Black Week, tagging and promoting AmbienteDirect. AmbienteDirect reposted the posts, allowing us to leverage the synergies of all channels to achieve a wide reach.
AmbienteDirect is one of the pioneers in online retail for designer furniture in Germany. The company began operations in 1998 as one of the first mail order companies to sell high-quality designer pieces, lighting and home accessories. Since then, AmbienteDirect has continuously developed into one of the leading suppliers in this segment.
Today, 27 years after its founding, the company employs over 50 people. Its headquarters are located in Munich, complemented by a modern logistics centre covering an area of 50,000 square metres near Hanover.
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