CHANGING BRAND PERCEPTION
Home decor specialty retailer Kirkland’s needed to drive awareness nationally and in key markets for its updated product mix that includes a wide variety of products and styles 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 and farmhouse styles.
SPM built a robust campaign employing a mix of third-party lifestyle influencers who share a passion for home decor and design to create ongoing, engaging content that shares Kirkland’s year-round and seasonal offerings. Additionally, SPM delivered surprise and delight packages and made face-to-face connections at conferences like Haven to deepen relationships with influencer partners, building authentic brand love that extends to their audiences of millennials, moms and decor enthusiasts.
Estimated reach of 500,000
18.3K total engagements, including positive sentiment from Kirkland's desired demographic.