Jane Shilton Stylish and effective influencer marketing

Background

As part of our wider work with Cellini, we developed an influencer marketing strategy with the aim of generating brand awareness for both the Jane Shilton brand and its online store cellinionline.co.uk.

Cellini is a family owned British leather and luggage retailer, offering a high quality range of handbags, wallets, purses, accessories and luggage. The online store and four boutique outlets across the UK feature pieces from some of the world's top brands including Antler, Samsonite, Fossil and Radley, as well as Cellini’s parent brand Jane Shilton.

Approach

Drawing on our extensive blogger contacts we created a targeted list of the most relevant local and national bloggers to collaborate with us on the campaign. We looked to influencers who were a good fit for the brand and produced visually interesting posts with a highly engaged audience. We also took into account the domain authority, social following and estimated readership of each blog to ensure the collaboration was mutually beneficial.

Each blogger was asked to produce an outfit post prominently featuring a Jane Shilton bag of their choice, styled in their own unique way. We also asked that posts included a link back to cellinionline.co.uk, allowing readers to easily purchase the product or discover others from the range, whilst giving Cellini an SEO boost too.

We tracked the results through Google Analytics to measure how each post performed in driving traffic to the online store and keep track of the sales from these visitors.

Results

As a result, Cellini gained fantastic coverage from a varied selection of key influencers across their blogs and social media channels, reaching an audience of over 75,000. Many of the bloggers also chose to include their bag in further unprompted coverage, including vlogs and additional blog posts.

The posts showcased the chosen bags with a wealth of beautiful original photography, highlighting the quality and craftsmanship of the brand and how the bags added the perfect finishing touch to each girl’s outfit. Readers commented on how much they loved the bags and how they couldn’t believe they hadn’t come across the brand before.

This coverage lead to an increase in brand exposure, especially amongst a younger and more fashion focused audience, who were unaware of the brand before or assumed it was for an older market. Sales were also generated for the store with click throughs from the links included in the blog posts.