In 2021, remote work has become the new normal and equipping yourself to be comfortable in a work-at-home environment has become essential. How do you equip yourself properly while creating a space that has style? This is what Flokk wanted to bring to Canada!
The challenge
Flokk, the Norwegian brand specializing in workspace solutions, turned to Maison Made in to promote the Capisco chair by HÅG on the Canadian market. In order to increase awareness and generate enthusiasm among the 24-35 year old target group for this furniture, which is positioned as innovative and of high quality, what better way than to call upon content creators?
Photo credit: @whatdreamsmaybecomeThe team of content specialists recommended developing a content and influencer campaign across three key channels – Instagram, Pinterest and the blog of eCommerce site Ugoburo, distributor of the HÅG brand across Canada.
It is therefore an SEO content strategy coupled with the work of content creators that was built to convince professionals to choose the HÅG Capisco chair, inspired by the position of a rider. To do this, three types of influencers were recruited:
The four SEO-optimized articles created for this national campaign resonate with HÅG’s brand philosophy, echoing movement and creativity, to drive traffic to the website and engage readers’ curiosity. Following a strategic and keyword analysis, the team recommended 4 useful topics on which to position the brand on the web:
With a rigorous selection of micro, mid-influencers and pinners, this campaign obtained excellent results for the investment made. This was true in terms of reach, organic impressions, media and engagement rates.
Influencers created aesthetically pleasing photos and videos giving the HÅG Capisco chair great exposure in Canada. The content promotes the use of this multi-faceted and sustainable product. The ergonomic solution and circular design offered by this office furniture are key messages that resonated with the target audience. Visibility was increased tenfold with the implementation of a media amplification campaign via Facebook ads.
Better yet, this campaign has allowed us to gauge the interest of Canadians for this product and the Made in team is already working to achieve greater goals in 2022. Stay tuned!
