Kohler Milan Design Week Design Influencer Program
Influencer MarketingThe Influencer Marketing Factory brought international design influencers to the Kohler booth at Milan Design Week, and the agency reports 4.4M+ Instagram Stories impressions from their content.
About the campaign
Kohler hosted design influencers at Milan Design Week, and The Influencer Marketing Factory reports 4.4M+ Instagram Stories impressions from their content. Kohler had a booth at the event and wanted to raise its activity there. The goal was to feature design influencers from around the globe at the booth.
The agency researched several regions to find influencers in the design niche who suited the booth. It invited them to Milan and organized their travel and accommodation. Named participants were sophiepatersoninteriors, ridhi.khosla.jalan and Architectural Digest, posting on Instagram and LinkedIn. Content covered Statement Showers, the Numi 2.0 and Veil smart toilets and the Rista sink.
The agency reports 1.5M+ Instagram combined views and 4.4M+ Instagram Stories impressions. LinkedIn posts drew 255k+ impressions. The content produced 1.2k+ link clicks. The participants held 12M+ Instagram total followers and 534k LinkedIn combined followers.
Case in 60 seconds
Kohler already had a booth at Milan Design Week, yet a physical stand reaches only the people walking the event, so the brand wanted design influencers from around the globe to carry its presence further.
Design audiences follow interior designers for taste and practical tips, so a bathroom fixture shown inside a designer's own story carries more weight with them than the same product shown in a brand post.
Bring design influencers from several regions into the Milan booth in person, so that Kohler's latest products reach their followers as first-hand coverage of a design event they attended.
The Influencer Marketing Factory researched design influencers across regions, then invited them to Milan with travel and accommodation arranged, where sophiepatersoninteriors, ridhi.khosla.jalan and Architectural Digest covered Statement Showers, Numi 2.0, Veil and the Rista sink on Instagram and LinkedIn.
The Influencer Marketing Factory reports 4.4M+ Instagram Stories impressions and 1.5M+ Instagram combined views, while LinkedIn posts drew 255k+ impressions and the content produced 1.2k+ link clicks.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- The Influencer Marketing Factory
Creator role
- Sophie Paterson — creator
- Ridhi Khosla Jalan — creator
Results & Evidence
| Metric | Value |
|---|---|
| Instagram Stories Impr. | 4.4M+ impressions |
| Instagram Views | 1.5M+ views |
| LinkedIn Impressions | 255K+ impressions |
| Link Clicks | 1.2K+ link clicks |
| Instagram Followers | 12M+ followers |
| LinkedIn Followers | 534K followers |
Why The Influencer Marketing Factory's strategy worked
- 1
A trade event gives creators a reason to post that their audience already expects, so a brand booth becomes source material for content rather than a destination only attendees see.
- 2
Covering travel and accommodation lets a brand recruit creators from several regions for a single location, which widens the geographic spread of the content without running separate local campaigns.
- 3
Pairing Instagram creators with LinkedIn posting reaches design professionals as well as consumers, because a fixture brand sells through architects and interior designers as much as to homeowners.
Results
32
Creators
896
Link clicks
12.1K
Sticker taps
Results
$1.60
Cplpv
2.49%
Ctr paid
4,568
Link clicks
