Kirkland’s, a leading home décor retailer, came to SPM in need of a strategic influencer program to reach a new, younger target audience and develop branded user-generated content. The goal was to highlight its updated product mix meant to appeal to new customers – including a mix of millennials and home decor enthusiasts – while not alienating existing customers, who favor Kirkland’s popular traditional styles.
SPM created the Kirkland’s Insiders program, which works with 35 Instagram partners on an annual basis. Midway through the program’s third year, its objective shifted from serving as strictly a brand awareness program to also exploring ROI from influencer-driven sales. SPM developed a thoughtful strategy that would boost top-performing posts as paid social ads and generate product sales.
580K incremental audience from paid 2,948 online and in-store sales $75K in total sales from influence posts