Woman in a pink top and red high-waisted bottoms holds a handheld showerhead inside a glass shower with marble walls
Submitted by The Shelf Influencer Marketing AgencyAgency IPI Score 43/100

#MyAmericanStandardJourney

Influencer Marketing

The Shelf ran #MyAmericanStandardJourney for American Standard, turning influencer bathroom renovations into three-part content series and reporting 10,558 blog clicks and 67% more in promised reach.

100,000YouTube views
10,558blog post clicks
67%percent more than promised reach

Case in 60 seconds

American Standard makes bathroom and kitchen fixtures in a category bought rarely and judged after installation, and the page describes the bathroom as a room owners neglect, which leaves little occasion to notice the product.

The campaign appears to turn on the pull of the before-and-after, because a fixture only reads as an upgrade once the room around it visibly changes, which is what renovation audiences follow home decor creators to see.

The organizing thesis was #MyAmericanStandardJourney, a three-part series in which each influencer carried an audience from the research phase through the decision-making process to the reveal of a new shower or bathtub.

The Shelf cast home decor, mom, and lifestyle influencers who needed a new shower or tub, coordinated renovations with in-network contractors, and published across Facebook, Instagram Stories and in-feed, Pinterest, YouTube and blogs.

The Shelf reports 10,558 clicks through blog posts alone with 13,291 engagements, alongside almost 100,000 views on YouTube. The agency also reports 67% more in promised reach, 21% more than promised engagements and 71% more than the promised amount of content.

Strategy Breakdown

Followers of home decor, mom, and lifestyle influencers, described on the page as home decor and DIY fans interested in what a bathroom renovation actually looks like while it is being done.
Bathroom fixtures are replaced infrequently and the page describes the bathroom as often neglected, so attention had to be borrowed from the renovation itself rather than claimed by the product.
A fixture is judged after installation, which the campaign answered by placing the product inside real renovations with before-and-after evidence; the page does not describe how purchase intent or sales were measured.
American Standard supplied the tubs, showers, showerheads and toilets at the centre of each renovation, so the brand functioned as the visible change in the room rather than as the subject of the content.
Casting required influencers who were themselves in need of a new shower or tub, which suggests the agency treated genuine need as the condition for content that an audience would read as a decision rather than a placement.

Creative & Execution System

Assets & channels

  • Blog
  • Facebook
  • Instagram
  • Pinterest
  • YouTube
  • Blog Posts
  • Facebook Posts
  • Instagram In-Feed Posts
  • Instagram Stories
  • Pinterest Pins
  • YouTube Videos
  • before-and-after photos
  • progress photos

Partners

  • The Shelf

Creator role

  • Denise Cooper — creator
  • KariAnne Wood — creator
  • Lauren Shaver — creator
  • Susan — creator
  • Terri McHugh — creator
  • a mix of home decor, mom, and lifestyle influencers

Results & Evidence

MetricValue
YouTube ViewsThis also doesn't even include the almost 100,000 views on YouTube !
Blog Post ClicksThis campaign brought in 10,558 clicks through blog posts alone with 13,291 engagements .
Percent More Than Promised ReachWe were able to get 67% more in promised reach , 21% more than our promised engagements , and 71% more than the promised amount of content .

Why The Shelf Influencer Marketing Agency's strategy worked

  1. 1

    Casting on a stated product need, in this case influencers who required a new shower or tub, ties the content to a real purchase decision, which is why the series could document research and decision-making rather than staging them.

  2. 2

    Where the deliverable depends on physical work, the agency controls the schedule by controlling the trade, and the use of in-network contractors reads as an attempt to keep delivery dates inside the campaign rather than inside a homeowner's renovation.

  3. 3

    Blogs carried the clicks on this campaign, with The Shelf reporting 10,558 clicks through blog posts alone, which suggests that home decor creators hold a publishing surface built for long process documentation that social feeds do not replace.

  4. 4

    The examples the agency singles out, a throwback bathing suit, a flamingo tube in the tub and children at bath time, suggest that personal presence differentiates renovation content because a finished bathroom photographs much like any other finished bathroom.

  5. 5

    Hands-on campaigns appear to need multiple posts per creator rather than one reveal, because the starting point, the vision, the process and the result are four separate pieces of evidence and only the last of them is decorative.

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