While researching publisher collaborations for Ashley HomeStore, we identified Apartment Therapy as a prime opportunity, particularly because its readers were unaware of the brand’s style and range of on-trend home furnishings. The chance to reach new, style-conscious audiences and expand awareness of the retailer’s product lines was knocking on the door.
So, in a summertime content play with Apartment Therapy, we worked with four Micro Influencers to design two patio spaces using Ashley’s new outdoor furniture line, and two bedrooms using their most popular bed with this audience. The effort also featured a contest on Ashley’s website, where fans submitted their email address and voted for their favorite setup with a chance to win it for themselves. All KPIs that were initially outlined—brand awareness, site traffic and email collection—were met through the collaboration.