Working with bloggers and influencers allows us to reach a new customer base outside of our other marketing channels, creating brand affinity and increasing new visits to site. We’ve created new brand ambassadors throughout the WeAreUs campaign who embody the different values. Here’s our most recent activity...
WeAreHot Ibiza Trip – The Bloggers
For the launch of our summer campaign WeAreHot we wanted to engage top tier bloggers to provide quality social content and an experience to increase brand affinity and introduce the WeAreHot messaging. We invited four top-tier bloggers to join us on a wellness trip in Ibiza to provide social coverage and blog coverage wearing the boohoo summer collection.
- Instagram takeover on @boohooofficial account 19th June. Average 13k likes per image. Total 82,442 likes & 269 comments (50% increase WoW)
- Snapchat takeovers on @boohooofficial account 18th & 19th June. Over 10k views per snap.
- 59 instagram images posted on bloggers’ accounts tagging @boohooofficial and/or #wearehot (491% increase on forecast coverage)
- 23 tweets posted bloggers’ accounts tagging @boohoo / #wearehot with a total of 91 RTs / 863 favourites. Total no. of impressions: 1.5 million.
- Total engagement of blogger’s social posts: 319,013.
Behind-the-scenes of TV
We invited two bloggers to the summer TV ad shoots in Marrakech for ‘WeAreHot’ and ‘WeAreDreamers’ – one blogger chosen to represent each of the trends.
Sarah Ashcroft – ThatPommieGirl Instagram 305k / Twitter 14.1k
Lucy Rance – Lulutrixabelle Instagram 43.6k / Twitter 10.2k
- 2 Instagram takeovers on @boohooofficial account (10-14k likes per image, 50% increase in engagement WoW)
- 23 Instagram posts on bloggers’ accounts (total 229,560 likes) ,15 tweets (41 RTs, 446 favourites)
- Strong sales uplift on many products worn during Social takeovers (100- 200% increase on key styles)
#WeAreHot Blogger Gifting
70 Top-Tier UK bloggers sent boohoo gift boxes around the WeAreHot campaign , including boohoo swimwear, experience vouchers for spa days,
& sponsored products from beauty & health brands.