Home furnisher Z Gallerie found an innovative way to marry its catalog with user-generated content on social media, according to a case study.
Z Gallerie worked with Curalate to design, track and measure a tightly integrated user-generated content campaign that would extend the reach of their spring and summer catalogs to their social and digital fans.
The home furnisher created an integrated user-generated-content campaign that leveraged organic excitement on Instagram to drive brand awareness, social visibility and catalog subscriptions through the spring and summer.
The company saw a 24% increase in average weekly user-generated-submissions, an increase of 10,000 Instagram followers, 99,000 Instagram interactions, 5.6 million potential Instagram impressions and 24% increase in new catalog sign-ups.
“Customers become even more invested in our brand when they see us engage and appreciate their content,” said Loren Mattia, Z Gallerie’s social media specialist.
Z Gallerie began the process with its 2014 fall/winter catalog, which provided a tangible way for consumers to discover products and experience the brand. Based on that success, it was continued with the spring/summer catalog.
“The holidays are a crucial time for us, because it’s all about sharing moments in the comforts of home,” said Mattia. “To release our catalog around the holidays was a calculated decisions to keep our brand top of mind as our customer s readied their homes for an influx of guests and celebrations.”
The strategy Z Gallerie used created social buzz. Upon receiving the catalog, fans took to Instagram to broadcast their enthusiasm to followers and friends.
“We were finding that many of our customers on social media were sharing their excitement for our premier catalog on Instagram, which extended brand awareness in a very organic way,” said Mattia.
Z Gallerie was able to surface customers’ photos and measure influence with the help of Curalate. “Our team especially loved how, when customers posted catalog photos, their followers joined in and talked about how they loved our brand too,” Mattia said. “Some even asked where they could get the catalog.”
Z Gallerie found ways to connect the online and offline channels for its March 2015 catalog to make a bigger impact.
Each spring catalog also features a bright banner with an explicit call to action, inviting customers to show their #PagesofStyle by sharing a photo on Instagram.
Z Gallerie is also promoting the #PagesofStyle campaign on its homepage, driving awareness among visitors that land on the site directly. The brand built a contest landing page to serve as a hub, housing entry instructions, terms and conditions, a link to a sign-up form and a video teasing the catalog from cover to cover. Z Gallerie will also select fan imagery to share across its social channels, including Twitter, Facebook and Instagram.
For their fall/winter catalog Z Gallerie drove users directly from Instagram to an online submission form, where they could sign up to receive the in-home catalog. During the initial timeframe, Z Gallerie found the conversion rates were nearly eight times higher for Instagram-referred traffic as compared to Facebook.
Z Gallerie decided to use Instagram as a primary driver of traffic throughout spring and summer. To further the support and initiative even further, it offered six Instagram influencers exclusive early access to the spring catalog. Each was mailed with personal instructions on how to get involved with the contest. Influencers were chosen because they either partnered with the brand previously, or were identified as a highly engaged fan on Instagram.