Marketing for lifestyle brand

24.4m reach, 31% community growth, and 74m influencer campaign reach across multi-channel strategy

The challenge:

While working as part of an agency team, I supported client M with increasing its brand awareness and conversions.

The results:

✅ 24.4m reach on Instagram (+75% YoY)
✅ 31% follower growth to 400k total community
✅ 3,120% TikTok growth in 12 months
✅ 17% blog traffic increase (21k yearly visitors)
✅ 74m influencer reach (+99% YoY)

The strategy:

My role focused on leading the influencer marketing strategy and blog performance, and supporting the social content across channels

Social media marketing:

We worked to grow the Instagram, Facebook, YouTube, X and Pinterest – and launched a new TikTok channel.

As a result, they saw a 24.4m reach on Instagram (75% yearly increase). They also had a 31% follower growth across all channels in a year to 400k total community and 3,120% growth of the new TikTok channel in the first 12 months.

Blog:

After analysing how the blog traffic could be improved, we refocused the blog to target younger audiences that would take time to read the blogs that were previously focused on parents.

As a result, they saw a 17% increase in traffic to 21k visitors a year.

Influencer marketing:

The client wanted to increase ecommerce sales for its native store and for their partner brands.

We worked to create organic and paid influencer partnerships with families, Gen Z and millenials. And I managed an evergreen celebrity gifting campaign.

As a result, they reached 74m people through all campaigns combined, +99% the year before.

Of that, 30m reach came from gifting to Molly-Mae (8m followers) where two products were featured in her daughters nursery leading to countless press articles from major publications and tens of features in her Amazon Prime documentary.