Facebook
How GUBI is successfully sharing B2B content with over 2000 partners

How GUBI is successfully sharing B2B content with over 2000 partners

How GUBI is successfully sharing B2B content with over 2000 partners

For GUBI, a simple Digital Asset Management system with blue folders to store their carefully crafted HQ files, campaign images, pack-shots, videos, etc…was not going to work. They needed a beautiful and efficient way to showcase their extensive furniture portfolio and drive the distribution of their high-quality B2B content to the press and over 2000 partners. 

VOCAST delivered the answer to their concern with a tailor-made digital showroom. We sat down with Jesper Klæbel, ex-Head of Marketing, IT & Business Development at GUBI, responsible for implementing digital tools and optimizing IT strategy, to tell us more about what drove GUBI to integrate the brand sharing platform into their IT arsenal and successfully implement it.

Blue folders don’t align with brand aesthetics

GUBI, like many lifestyle brands, used to have a simple DAM system (Digital Asset Management System) to cater to their B2B content needs, but ease-of-use and aesthetics were missing. Plain and poorly organized folders don’t usually translate well when you are a brand with a plethora of visual content and assets. According to Jesper, 80 to 90% of brand appearance is for the end consumer, so how do you extend that experience equally to B2B partners? And what about the press, retailers, the contract market, interior designers, and architects? Creating content is one thing, but distributing is even more important.

« Rather than having to push content all the time, we wanted the content to be pulled out automatically by our partners. We ultimately decided to go for VOCAST as it was the easiest and smartest solution to distribute content while maintaining our brand aesthetics. »

Jesper Klæbel, ex-Head of Marketing, IT & Business Development at GUBI

 

How our solution worked for GUBI

Brand Alignment across all channels 

VOCAST offered a content management system that was aligned with the brand’s universe:

“What VOCAST has that a normal DAM system hasn’t is this combination of unique features. It makes perfect sense to have your B2B content, press releases, contacts, and data integrated all together. For what VOCAST delivers, it delivers it excellently.”

Better control

Having control of who sees what, and who has access to certain parts of the digital showroom was also a vital part of GUBI. For internal launchings, areas needed to be restricted while other parts needed to be open with content readily available. Jesper explains:

 

“VOCAST is able to include login-protected areas for extra control over our valued assets, which was crucial for us.”

How GUBI implemented the platform

Take ownership

Before getting to the point of final implementation and usage it was crucial to initiate a big push when launching the image bank:

“VOCAST is an easy tool, but you have to take ownership if you want it to be good for the customers. It’s more intricate than a DAM system, here you have to think about design, a tagging structure, how to organize your image bank, how to make sure your partners and the press will use it, etc…”

Digital Product Launches  

Speaking of brilliant, Jesper has found an efficient way to communicate on their new digital showroom and push usage during their product launches:

 

“Beforehand, we would introduce new products during the fairs, people would come, see and feel new furniture. Normally we would never introduce tools during product launches, but it did matter and make sense this time – we had the audience and we decided to take advantage of that. After introducing all these wonderful products we thought our partners would probably ask themselves: hey, where can I get all this information?”

 

Digital product launches have become more common because of the pandemic. For GUBI, these new virtual product launches sometimes gathered over 1,100 viewers worldwide at the same time:

“With virtual launches, you need to make sure they have all the information they need, you need to be very focused on your communication and your B2B content needs to be excellent.”

Pointing them to a platform such as VOCAST allows GUBI to maintain control over their brand awareness towards their stakeholders. 

The do’s of implementing a digital showroom:

Take ownership, take the initiative to educate your team and your sales representatives on how to use VOCAST and implement the solution.

Send a newsletter every second week with product information and a story to keep the ball rolling.

Implement a how-to-use section on the platform to help your partners and press.

Pass on the knowledge within your team regarding the platform's most used features and which are most critical tasks.

Go simple with the structure and what you want to achieve at first.

GUBI is a renowned Danish design house notable for designing elegant collections of furniture and interior objects that resonate across the world. Based in Copenhagen’s docklands, GUBI’s showroom and HQ span 2000 square-meter space, while their 400-square-meter flagship store is located in the heart of Copenhagen’s shopping district. These two locations are the principal visual representation of the brand which sells products in over 180 stores across the world in North America, Europe, and Asia.

Let’s get digital

Get a feel of what other marketing teams can’t live without. When you sign up for a demo, one of our consultants will be in touch to show you the power of the Brand Sharing Platform and share industry insights from some of the most successful brands in the industry. Get a demo now. 

 

Ines is the Research and Marketing Manager at VOCAST.  She previously worked in the beauty industry and is now an expert in social media and digital marketing. Every day she helps design-driven brands navigate digital trends and carry out their marketing and brand strategies effortlessly.

SIGN UP TO OUR NEWSLETTER

Get free knowledge on how to optimize your B2B marketing & new product releases.

RELATED POSTS

Micro-Influencer Marketing: When Less is More

Micro-Influencer Marketing: When Less is More

Influencer marketing is, without a doubt, a number one go-to strategy for many brands. As the world changes, life moves more and more into the online space - and let’s be honest, we can hardly live without social media either. Recently, a niche strategy known as...

Fashion experts’ top 3 pieces of advice on how to make your brand grow

Fashion experts’ top 3 pieces of advice on how to make your brand grow

Fashion experts’ top 3 pieces of advice on how to make your brand grow

Digitalization is at the forefront of the conversation about what is changing in the fashion industry. The need for brands to have an online presence and operate business digitally has been continuously rising, especially over the past few seasons. 

We have summed up our findings from our talks with 6 fashion industry experts working in different essential fields that can make or break your brand: buyers, trade shows, and PR. Read their 3 important pieces of advice for brands’ growth.

1. The internet has more control over your brand’s success:

The internet has fragmented the media landscape, creating thousands of new niche channels to reach your markets. Where brands used to rely on only a few influential editors, they now have a global community of stylists, influencers as well as retailers that all have substantial reach in their SoMe, newsletters, websites, and other digital platforms.

It also induced a shift in the role of the consumer. People are no longer simply buying fashion items, clothing, and accessories since the use of social media and the internet has empowered them. Consumers want to be part of a community, interact with brands, and influence what they buy. They are in charge, more informed, and selective and care about how they are perceived on social media, putting importance on the perception of the goods they buy and own. Most consumers also use several digital channels before, during, and/or after making their purchases. Buyers echo this, their brand discovery is mainly happening online:

 

“My brand discovery is a cross combination of Instagram and media coverage online. It’s intuitive and organic. Every morning I refresh online media such as Hypebeast, Complex, and High Snobiety, figure out brands from their Instagram, and search for information about the fabrics and their production.”

 
– Kevin Kafesu – Head of Buying at Norse Projects

 

Fashion is the number one e-commerce section in the world, in 2021 the global market value was at $759.5 billion. This number is predicted to grow in the next five years as online fashion’s annual growth rate will put the industry at +$1.0 trillion (source).

As brands are using the internet and social media to inspire and get their message across, it also has created difficulties because of the tough competition and a saturated market. This was emphasized during our talk with the Danish strategic and creative agency, Mørch & Rohde:

“Today it’s more democratic, there’s a large crowd that can actually make a brand successful. It’s somehow good for the industry but also difficult for a brand because there are many touch points and people have to be convinced about a brand’s uniqueness.”

 
– Lotte Mørch Monchamp – Co-Founder and Creative Director of Mørch & Rohde

 

This means that becoming a digitally-savvy brand can no longer just be an option. Instead, it becomes a fundamental pillar to not only satisfy consumers but also partners alike.

2. Your digital game needs to match your brand’s standards 

This fragmented media landscape makes it a very delicate path to navigate. The brands’ heritage, identity, and story are at stake. Any digital manifestation of the brand, from social media platforms to third-party distributors, must go hand in hand with the refined brand values and must be tailored to the consumer’s needs. Misaligned digital services may actually pose a threat to the brand’s reputation and growth:

 

“In our screening process, before we accept any brands into our shows, we’re looking at their lookbooks, their line sheets, we’re looking at their Instagram…We have a team that’s looking at multiple digital ways for brands to tell their stories.

Sometimes if brands aren’t able to do it in an efficient way or if it’s not cohesive, we may miss the mark on a great brand. We are digitally accepting brands into our shows and that becomes an important part of the process.”

 
– Edwina Kulego – Vice President of International and Business Development at Informa Markets

3. Keep control over your brand’s messaging by sharing quality content

With all this competition, buyers need to calculate their return on investment, tradeshows have started to filter between brands to offer a great selection each season, and consumers need to be fed with purposeful stories about your brand to advocate for you and have the brand on top of mind. 

All this leads to one thing, content. But not just any content, content with a purpose. Content for buyers to push certain key styles, and collections and feed their e-commerce, content for a tradeshow to complement the physical showings of the brand, and content for the consumer to keep getting enticed and know that the brand still has that cool factor or sustainable approach.

“Instagram, YouTube, web-shop, retailers, wholesalers, print/online magazines, and content creators all need a brief which translates in different ways. A tendency we see a lot is to also prioritize the budget to different channels and a lot of brands are spending or allocating more budget to content shoots.”

 

– Lotte Mørch Monchamp – Co-Founder and Creative Director of Mørch & Rohde
 

 

“We have a small team, on a lot of the products that have a lot of turnover for instance: limited edition sneakers, we use the content directly from the supplier because the turnout is so fast (…)

We rely on assets provided by the brands directly: pack-shots, product descriptions, etc…Which we then obviously amend to our tone of voice, but all that stuff is important. When you are working six months ahead, we want these assets already so when the product arrives it’s just plug-in and play.”

 
– Kevin Kafesu – Head of Buying at Norse Projects

What you need to remember

Review our fashion webinars

 

Ines is the Research and Marketing Manager at VOCAST.  She previously worked in the beauty industry and is now an expert in social media and digital marketing. Every day she helps design-driven brands navigate digital trends and carry out their marketing and brand strategies effortlessly.

SIGN UP TO OUR NEWSLETTER

Get free knowledge on how to optimize your B2B marketing & new product releases.

RELATED POSTS

Micro-Influencer Marketing: When Less is More

Micro-Influencer Marketing: When Less is More

Influencer marketing is, without a doubt, a number one go-to strategy for many brands. As the world changes, life moves more and more into the online space - and let’s be honest, we can hardly live without social media either. Recently, a niche strategy known as...

Micro-Influencer Marketing: When Less is More

Micro-Influencer Marketing: When Less is More

Micro-Influencer Marketing: When Less is More

Influencer marketing is, without a doubt, a number one go-to strategy for many brands. As the world changes, life moves more and more into the online space – and let’s be honest, we can hardly live without social media either. Recently, a niche strategy known as micro-influencer marketing has joined the social media scene; humble social media followings, authenticity, and friends of the powerful Gen Z, micro-influencers are essential to your marketing strategies, and “the more followers, the better” is passé. 

To help you navigate this niche sphere, VOCAST sat down to talk to three experts within the field of influencer marketing.

Meet Mathilde, Emil & Candice

Mathilde Moberg, Partner and Management at Nter_Action

Mathilde Moberg works as an influencer manager and has been working with PR and influencer marketing for some time now and has been in love with the wild industry ever since she started. Mathilde and co-founder Oliver have the company Nter_Action, an activation agency that provides help and service to both the brand and the influencer. 

 

Emil Brandt: Influencer Agent, Marketing Manager & Partner at AA Agency

Emil Brandt Jensen works as an influencer agent, marketing manager, and partner at AA Agency. He helps companies find the right influencers for their brand and help them plan out the most profitable strategy to succeed within this area. Inside the company, he also has a handful of Danish influencers with whom he helps grow their social media channels with commercial cooperation.

 

Candice Sophia Antoine: Micro-influencer

Candice is a 23-year-old Franco-American living in New York who’s passionate about vintage goods, fashion, jewelry, and cooking. She describes her style as a combination of funky, eclectic, and chic. Currently freelancing as a content creator, Candice is also the founder of the Vintage Deli, a fun, and colorful jewelry brand.

Instagram: @so.candice

 

 

The rise of micro-influencers

We have reached a point where influencers, in general, can give you a higher ROI than traditional forms of digital marketing, and in fact, 49% of consumers say they depend on influencer recommendations when making purchases. However, brands are stuck in the belief that the more followers an influencer has, the better. Some early-adopting brands now focus on having a base of micro-influencers instead of putting their buck on the traditional expensive mega-influencers. According to recent research, 77% of all brand partnerships nowadays are with micro-influencers.

In a world where customers tend to feel reluctant towards targeted ads, and overly obvious “influencer sponsored messages”, and with GDPR issues on the legal side, brands now strive for more personal contact with their customers. With a good match between your brand and the micro-influencers own personal brand, micro-influencers are gold and know how to help you sell indirectly.

Mathilde distinguishes a growing interest in brands working with micro-influencers. The industry of influencer marketing is growing every day, and it is relevant for brands to be aware of the targeting following base that micro-influencers often have. Even if customers want the same product, they come with different preferences that several micro-influencers can reach, compared to one expensive mega-influencer. She explains:

“If you as a brand are not aware of the possibilities and different targeting ways of the micro influencer’s followers, you are overlooking the potential”

Mathilde believes that micro-influencers play a big part in a new strategy of influencing and marketing. Not necessarily a bigger role, but definitely on its way, to having an equally important influence on both branding and collaborations on social media and marketing in general.

Emil also gives us an interesting reflection where he pinpoints the lower risk of failure for brands when collaborating with micro-influencers since the cost of collaboration is usually reflected by the number of followers:

“We see a bigger interest for companies and brands to establish micro-influencer collaborations as the entry barrier is much more risk-free.”

Mathilde similarly argues that they definitely see a growing interest from brands, when it comes to working with micro-influencers. She explains that every day, the marketing and influencer business is growing, moving, changing, and evolving, so it is impossible to predict where we stand in just five years.

Going bigger isn’t always better: Why partner with a micro-influencer?

No doubt, partnering with an influencer who has a huge audience will generate a lot of traction, but that is not always the best option. The success of influencer campaigns is assessed based on engagement rate. Statistics have shown that micro-influencers have the highest engagement rate of any other type of social media creator – due to them having a smaller audience, these influencers can engage with people more personally. This also has a huge effect on trust, as consumers consider them as relatable and trustworthy people they can trust, and recent statistics have shown that 70% of teens trust creator content more than celebrity endorsement. 

Emil stresses the importance of follower engagement and that there is a clear correlation between the number of followers, and engagement in general. The more followers someone has, the weaker the engagement rate gets as it is hard to reach and get interaction with all of the followers when having a bigger follower base. Depending on what the KPIs are for the campaign, the company can decide whether micro-influencers or macro-influencers would be a great fit for the campaign depending if your goal is to increase awareness, attract interest or get conversions. 

Mathilde explains to us that she thinks brands look for diversity, authenticity and how much engagement the influencer has with their followers. Nowadays, she sees a huge escalation of micro-influencers, because they also have a targeted following, even though it doesn’t seem as much if you have 5000 followers compared to an influencer with 300.000 followers. We are all different and find inspiration and information in different places and platforms. She further explains:

“For some brands, it is not always important to activate their brand with just one mega influencer, but to select several micro profiles, to achieve a more frequent frequency for the same budget.”

Micro-influencers are often also more niche than mega-influencers, enabling you to find a much better fit for your brand by picking them carefully to precisely comply with the kind of consumers that you want to engage with your brand. Micro-influencers will give you access to an audience that fully connects and enjoys content in the niche your brand may be looking for.

Candice tells us that although Instagram is a big social media platform, she feels like she evolves in a small and trusted community of “internet friends” with similar content and styles. She further explains that the attractiveness of micro-influencers lies in the fact that they are truly being followed for their styles aside from celebrity endorsement, which we can often perceive with bigger influencers – making the following community in its whole more niche.

A Mindful Approach

By working with micro-influencers, brands simply become associated with a trusted community voice in the industry and have a direct connection to the target audience of the brand. With close relationships with their followers, high commitment, and more credibility than the industry’s bigger names, micro-influencers are often a perfect strategy for brands. And in an industry that will become evermore dominated by Gen Z – authenticity and mindfulness are highly valuable.

Marketing to young generations is all about being more transparent, authentic, and raw with promotions. Gen Z, in particular, are looking for a true voice to influence their purchases and lifestyles. As the modern-day, digital bestie Candice tells us, she considers her social media as her “own personal journal”:

“I want people to relate to myself, I’m not just someone that promotes products on the internet. I consider myself a lifestyle, and I want my lifestyle to influence and inspire people – not just the products that I use.”

Candice explains that she finds it crucial to only promote products that are part of her daily routine – as her followers see her daily routine, they are only occasionally met with affiliate links or promotional codes, as Candice argues it creates a more “natural and organic manner to shop”. 

Consumers nowadays are no longer looking for the “one-size-fits-all influencer” and are on the search for mindful influencers, who support important causes. Candice explains that being a micro-influencer makes her more mindful of sustainability: 

“As an influencer, I try to be more mindful of my own consumption, but I also want to push people to do the same by only engaging in partnerships that I know fully fit myself and my needs”.

Emil similarly explains that it is now much easier for micro-influencers to be taken seriously and speak out loud, which is one of the reasons that they keep receiving more and more credibility and trust in the industry.

A short guide to working with micro influencers

As established throughout this article, micro-influencers can have a lot of potential for your marketing strategies. They do not only have the highest engagement rate, but they also enable your brand to reach a more accurate target group for a smaller budget. This means a more efficient campaign, with fewer potential risks. But partnerships with micro-influencers could feel like being out of your usual brand reach – so, how should you partner with a micro-influencer? And, most importantly – how can both your brand and the influencer make the most out of the partnership?

1. Find the right match

It is crucial to conduct background research to find the right collaboration match for your brand. Mathilde believes that the most important aspect of ensuring a good collaboration is to find the right match; by giving and receiving the right brief, content will be created and delivered to the highest standard. If brands only focus on the price or reach of the influencer they are collaborating with, rather than the genuine match, the authenticity of the collaboration may decrease in the eyes of the audience. She adds:

“To get the best possible outcome, the processing and post-processing are just as important as the execution itself.”

2. Suggest long lasting partnerships

Partnerships can often seem rushed and overwhelming to consumers as promo codes and affiliations are showcased everywhere. Candice has a preference for brands that suggest long-lasting partnerships that unfold over several weeks or months, not only to make the product promotion as authentic as possible but to also build a relationship with the brand, and to mutually enhance each’s success and growth. This will take time but will be rewarding once a bond is established between the brand, creator, and consumer.

3. Let the creativity spark

There is nothing better than using your creativity as a content creator – and as mentioned by Candice it is important that a brand partnership lets influencers fully use its creativity to make the partnership representative of the influencer, whilst also making the brand stand out and shine.

References: image: Copenhagen Fashion Week image bank Moeez Ali. Shopify Blog, 30+ Influencer Marketing Strategies to Have on Your Radar (2022). 

Ema is the Lifestyle Researcher for the French market at VOCAST. She grew up in Brussels and previously worked with fashion PR. She is currently studying a master’s degree in international development and business and has a strong interest in sustainable and ethical practices within the fashion industry.

 

Bianca is the Swedish Lifestyle Researcher at VOCAST. She is currently studying a bachelor’s degree in Business Administration and Service Management at Copenhagen Business School. She grew up in Gothenburg, Sweden and has an interest for the fashion industry as well as influencer marketing.

SIGN UP TO OUR NEWSLETTER

Get free knowledge on how to optimize your B2B marketing & new product releases.

RELATED POSTS

Micro-Influencer Marketing: When Less is More

Micro-Influencer Marketing: When Less is More

Influencer marketing is, without a doubt, a number one go-to strategy for many brands. As the world changes, life moves more and more into the online space - and let’s be honest, we can hardly live without social media either. Recently, a niche strategy known as...

The Rise of the Wellness Industry

The Rise of the Wellness Industry

The Rise of the Wellness Industry

​The wellness industry has been on the rise over the past several years. The once niche phrases self care and self love are now seen as an integral practice by many consumers around the world. Now more than ever, we are all looking for ways we can best take ownership to prioritize our overall well-being and becoming much more aware of all the different ways we can, and should, take care of ourselves. Wellness is about taking care of our body as well as our mind. 360-degree wellness care is for many the new holy grail. Wellness is innately tied into the lifestyle industry, from what we decorate our home spaces with, what we wear to exercise or relax, and how we care for our skin and hair. 

VOCAST has spoken to two experts within the field: Chelsey Weimar, Model & Founder of Project Comfortable, and Nina van Haren, Social Media & PR Manager at CABAU, shedding light on what wellness is about and why brands can benefit from collaborating with profiles and publications that showcase wellness related content.

What is wellness?

Today’s consumers define wellness across six dimensions:

Health: Besides medicine and supplements, it now also includes telemedicine, remote health care services, and personal health trackers.

Fitness: Creative offerings that meet the needs of consumers, such as fitness apps and YouTube videos, have seen a lot of progress lately.

Nutrition: Consumers now want food not only to taste good but also to help them achieve their wellness goals.

Appearance: This involves both wellness-oriented apparel (athleisure) and beauty products (such as skincare and collagen supplements).

Sleep: Next to traditional sleep medications such as melatonin, app-enabled sleep trackers and other sleep-enhancing products (for example, gravity blankets) are often being used.

Mindfulness: Meditation-focused apps and offerings have gained consumer acceptance.

What makes the Wellness industry interesting?

According to the McKinsey Wellness survey, consumers care deeply about wellness and their interest is definitely growing. In a survey of approximately 7,500 consumers in 6 countries, 79% of the respondents stated that they believe that wellness is important, and 42% believe it to be a top priority. Moreover, McKinsey estimated the global wellness market at more than $1.5 trillion, with annual growth of 5% to 10%. Therefore, there are a lot of opportunities for companies. However, the market is crowded. VOCAST gathered some insights to help you navigate through it.

What are consumers asking for?

Natural & clean products

Consumers are keen on natural/clean products in an array of areas, This strategy could look different by segment: in apparel, products designed with organic/natural materials and sustainability in mind; in consumer health, natural/clean beauty products; in retail, merchandising with an eye to products that resonate as authentically natural.

Storytelling

Nowadays, people will not only buy your product because of the product itself. People are interested in the story behind the brand and the products, and a feeling of well-being.

Trust

The McKinsey Wellness survey showed that more than 60 percent of consumers report that they will “definitely” or “probably” consider a brand or product posted by a favorite influencer.

Industry insight 

Chelsey Weimar, Model & Founder of Project Comfortable

After many years in the modeling industry, Chelsey founded Project Comfortable: from interviews to tutorials, to editorials and reviews – there’s something for everyone. She wanted to create a space that allows her to bring her vision of beauty, lifestyle, wellness, and fashion together. Where her love for video and photography meets, and where she can share her network of inspiring creatives with the world.

 

Nina van Haren, PR Manager & Social Media Marketing Director

Nina van Haren has been part of the CABAU team since the day the brand was launched in February 2019. Working as Social Media Marketing & PR Manager for the brand, Nina is responsible for branded collabs, events, PR product launches, cross-channel social media marketing strategies, brand awareness campaigns, and PR activities.

Why is wellness so important?

Chelsey Weimar: Wellness matters because everything we do and every emotion we feel relates to our well-being. It definitely affects our emotions and actions. You can achieve wellness by staying in good condition mentally, physically, and spiritually.

Nina van Haren: Wellness is everywhere. It is our whole life. Today’s society is dominated by a 24/7 online world. Our stress levels are also constantly being tested as a result of social media platforms influencing our lives. A prolonged high-stress level has a serious impact on our body, muscles, and hormone system. And this is exactly why we should, more than ever, be concerned for our health through simple day-to-day steps and habits that will have a major impact on the way we feel, the way we look, and the way we behave.

How can we describe the rise of this industry?

Chelsey Weimar: I think more and more people realize now that wellness is not a luxury but a necessity. I feel like Covid also played a big role in this. Also, the marketing to live a healthier life is bigger than ever, and because there’s so much money involved in this industry I feel like everyone is trying to be part of it, in any way possible.

Nina van Haren: The wellness industry has always existed. However, our need for wellness services and products has increased over the past decades. As a result, the industry has risen. Now, more than ever, mental health has become a national concern where it wasn’t such an important matter a few decades ago. I believe this is due to a changing society in which mental and physical health has become a major player.

What are the top wellness trends in the lifestyle industry?

Nina van Haren: One major movement in the industry is the body positivity movement. More than ever, brands are embracing our natural human forms. Instead of portraying only tall, small women in wellness campaigns and advertisements, more and more brands are working towards a more realistic image. It is a beautiful movement as it makes us, consumers, realize that all bodies are different. What I personally hope is that this movement is convincing young girls and boys to embrace their bodies and looks and consider their body characteristics as unique and beautiful. Another trend is the attitude of businesses towards mental awareness. Yoga retreats, mindfulness workshops, and meditation classes have become increasingly popular. I believe that there is a great market for mental health businesses as society is only putting more pressure on us resulting in a rising need for mental health services.

Chelsey Weimar: To me, the mental health-based ones are the most important. Mental health wellness has been taken more seriously over the years which makes me very happy and I think is extremely important.

What makes wellness influencers ideal brand ambassadors? 

Chelsey Weimar: They are recognized subject matter experts who have knowledge and experience in their field. It makes them excellent brand ambassadors because they are honest and passionate about their expertise and I think more relatable than doctors or nutritionists for example. You follow their digital life on Instagram so you feel like you know them personally because you see so much more of their life than just the wellness-based advice they share.

Nina van Haren: As our health is so important, we need platforms to help spread this message including influencers. In whatever industry you’re in, you need marketing channels and ambassadors that help spread your brand message. You need ambassadors with the same values as your brand values. Ambassadors that fit your target group. Only when there is a good match between brand and ambassador, influencer marketing activities are beneficial as your ambassadors are your “faces” of the brand. They represent your brand and give the company and its mission a visual image with emotion and personal bonding. A personality is someone the consumer can identify with, feel empathy for and connect with. That is the strength of Influencer Marketing.

Wellness influencers across markets

​Take a look at some of the top wellness influencer across markets, that can be found in VOCAST’s curated lists:

Denmark

Caroline Hannibal is a self-proclaimed Gua Sha, Face Yoga & Beauty nerd. She is well known from TikTok, where she shares skincare videos as well as tips and tricks on how to get beautiful, healthy and glowing skin.

Sweden

Josefine Dahlberg is an influencer and entrepreneur with a passion for body and soul care. Her content is full of positive energy and wellness inspiration. Josefine believes that everything is possible and lives by the words “dream big & work hard”.

Norway

Mikela is a beauty influencer that shares tips regarding what qualities and ingredients to look for in skin care products. She shares informative content on TikTok and Instagram to help her followers enhance their skin’s well-being.

France

Stéphanie Allerme also known as Mademoiselle Pierre is a French wellness influencer. Her idyllic feed showcases her holistic lifestyle in the South of France, where her content varies from reviewing sustainable beauty products and interior furniture to sharing her personal tips on how to be the best version of yourself.

Italy

Soleil Stasi is an actress, Model, influencer and  Content Creator. She is passionate about yoga, art, nature, fitness, food and travel and wants to inspire her community with daily content on mind and body’s well-being.

Germany

Hanna is a Beauty Editor, Influencer, and entrepreneur who is all about natural beauty, self-love, and self-care. Hanna also has a podcast called “Gepflegte Gespräche” where she talks about these topics. The title of the podcast refers to wellness and wellbeing.

The Netherlands

Chelsey Weimar is a Dutch model and influencer. She has recently launched her very own ‘Project Comfortable’ -a platform where she and her contemporaries share personal inspiring stories on health, wellness, beauty, and style.

Belgium

Gudrun Hespel is a psychologist and personal trainer motivating people toward fitter mental and physical health. She is the author of The Fittest You and the founder of a studio with the same name in the middle of nature. Moreover, she is the owner of Recharge, which is a Fitness, boutique & bar in Antwerp. She focuses on a healthy, sustainable lifestyle.

The US

Based in Los Angeles, Mandy Madden Kelley is a health, skincare and beauty influencer. She focuses on all things healthy living, providing ideas and insights about feeling beautiful inside and out.

The UK

Nià is an entrepreneur, business founder, model, and influencer based in the UK. She is a go-to hair specialist for people with natural and curly hair and shares beauty and lifestyle content with her followers through a holistic mindset of care, love, and light.

References: Project Comfortable, Cabau Lifestyle, McKinsey: Feeling good: The future of the $1.5 trillion wellness market


Georgina is the UK Market Coordinator at VOCAST, responsible for British fashion and lifestyle research. Along with her work at VOCAST and studies at Copenhagen Business School, she is passionate about conscious fashion reform in the industry.

 

Michelle Achten is the Dutch Market Coordinator at VOCAST, responsible for the Dutch and Belgian Fashion and Lifestyle research. She received her bachelor’s degree in Fashion Business and master’s degree in Innovation.

SIGN UP TO OUR NEWSLETTER

Get free knowledge on how to optimize your B2B marketing & new product releases.

RELATED POSTS

Micro-Influencer Marketing: When Less is More

Micro-Influencer Marketing: When Less is More

Influencer marketing is, without a doubt, a number one go-to strategy for many brands. As the world changes, life moves more and more into the online space - and let’s be honest, we can hardly live without social media either. Recently, a niche strategy known as...

Celebrating Pride: authentic marketing & community led branding

Celebrating Pride: authentic marketing & community led branding

Celebrating Pride: authentic marketing & community led branding

LGBTQIA+ influencers and activists are highly influential contacts who have nurtured loyal, trusting, and dedicated audiences. As these activists pioneer to change society, so does the incentive for brands to get involved in the movement. Varying across markets, over the months of June, July, and August, a multitude of campaigns and products are launched by lifestyle brands to celebrate Pride Month. However, consumers are becoming more and more aware of the intentions and actions behind brands; as companies incorporate Pride branding into their campaigns, so does the backlash for those who do so inauthentically, and with no intention of actually supporting the LGBTQIA+ community. 

VOCAST has interviewed three incredible industry insiders working in the activist and lifestyle space. They have highlighted the impact and benefits of brands working within the community, and also shared advice and suggestions on how brands should work authentically and effectively with LGBTQIA+ influencers not only during Pride Month but all year round. 

Meet Mikko, Benjamin & Charlie

Mikko (he/him), Gender Fluidity expert @ Vogue Scandinavia

Hailing from the small Finnish town of Muurame, Mikko Puttonen started his career capturing the natural beauty of the lakes and forests around him as well as documenting his personal style. Mikko, who champions fluidity in fashion, “I am extremely excited and proud to be joining Vogue Scandinavia and to be part of their team. To me, fashion and dressing up have always been a way to express myself and have fun.” Mikko’s ethos is to erase the lines of gendered fashion.

Photographer: Lucas Ruska Martin

Benjamin (he/him), Organizational Chair @ Copenhagen Pride

Benjamin has been a part of Copenhagen Pride since 2019, and became organizational chair in 2021. He was the Managing Director of the 45 people secretariat in Happy Copenhagen, who delivered Copenhagen 2021 – WorldPride and EuroGames in August 2021. Besides his volunteer engagement as co-chair of Copenhagen Pride, he now works as CFO of The Danish Refugee Council Youth.

Charlie (she/her), Activist & Author

Charlie Craggs is an award-winning trans activist, author and media personality dubbed ‘the voice of a community’ by Vogue, best known for her national campaign Nail Transphobia, her LAMBDA nominated book To My Trans Sisters and her BBC documentary Transitioning Teens. Charlie has topped the Guardian’s New Radicals list of social innovators in Britain, been the recipient of a Marie Claire Future Shaper Award and fronted global campaigns for brands like The Body Shop, H&M and Selfridges.

Branding & Marketing Strategy During Pride Month

Brands that embrace their uniqueness and understand their powerful position are indispensable for helping communities. Utilizing a brand’s access to markets and large, diverse populations opens the door to creating campaigns that spark interest and encourage conversations through inclusive marketing campaigns. As Benjamin tells us, “using corporate influence to make broader changes is where companies can be truly helpful.”

The LGBTQIA+ community is not only vast, it is loyal. Activists and influencers in the community have the ability to reach audiences who truly trust their opinions because they understand their consumer demands on a highly personal level. Working with activists during Pride Month, as Charlie says, is not only just smart business, it’s the right thing to do. She explains how Pride branding is a recent phenomenon: 

« To have global brands coming out now and saying “we’re on your side” and to see them be pro LGBTQIA+ is huge especially when you remember a time when it wasn’t like that. »

Brands can be intimidated during Pride Month, some have been openly critiqued by the community for their branding strategy. When a campaign flops, Charlie says that it is easy to tell that no one from the community has been behind the marketing story. She advises brands to think about the diversity in front of the camera and behind it, understand the diversity within the letters: LGBTQIA, and take a permanent stance on issues. Mikko further explains that branding should always be authentic and that all support is welcome because, with more visibility, we are able to move towards a more inclusive world. He says that Pride is a time when people who are not part of the community can learn something, and by brands participating in the conversation, wider audiences are reached and opinions can be changed. By booking LGBTQIA+ talents, brands bring more opportunities directly to the community. Nevertheless, he says:

« Utilising pride month in brand strategies should never only be about thriving more sales or uplifting the brand image. »

What is the LGBTQIA+ community asking for during Pride Month?

Mikko explains that it is unethical to work with LGTBQIA+ talents only during Pride Month and forget about them for the other 11 months of the year:

« If you really want to support the community, do it all year round and book people for their talent and not just for their sexual orientation or identity. »

Charlie tells us the same thing: “We need you all year, not just for a month”, she says. She feels that pride campaigns, in general, are positive and show that a brand is on the right side of history, but it is much more empowering for the community to see themselves advertised not just for pride, but in any campaign, any time of year. She also explains the importance for brands to not bring in people from the community as an act of tokenism:

« It will be nice when I can do a campaign and it’s not even note-worthy that a trans person was included, thats what will feel equal and that’s the goal. »

A key thought to incorporate during any marketing campaign is that Pride Month and support of the LGBTQIA+ community is multifaceted as its members; there is no one cause to support, but rather a myriad of issues that affect each subgroup differently. Simply focusing on the overarching “rainbow” will often cause individual issues to be overlooked. Understanding the specific areas within the community can often prove more authentic and concrete when intending to lend support for change.

Authentic support is also deeper than marketing and branding. Benjamin explains that Pride branded products themselves are not a problem, “as long as corporations give authentic support to the LGBTQIA+ community and change internal policies”. He says that companies must, at the very least, have corporate policies to ensure that management supports a safe and supportive environment for employees. A brand’s own LGBTQIA+ employees must be supported and involved in a healthy work culture in order to not only be authentic when reaching out to outside communities but to be successful. Mikko also explains that support should be seen in all layers of the company, not just in the end result of a marketing or social media campaign:

« Look at the production teams, PRs, and creative teams. If everyone looks the same, something is wrong. »

What are consumers asking for during Pride Month?

In a time of brand transparency and interest, consumers are much more involved in the companies they choose to buy from. Studies show that over 50% of Millennials, the current largest consumer group, say that they are not only more likely to support a brand after seeing an “equality-themed ad”, but are also more likely to choose them over their competitors. Moreover, that financial incentives continue to grow: the LGBTQ+ community has a combined buying power of $3.7 trillion globally.

Benjamin explains that consumers are demanding more actions from corporations on the theme of equality, as well as other CSR-related themes such as climate and environment. He says that consumers are getting more critical and corporations need to go deeper than just rainbow packaging:

« Consumers have a critical eye on the companies that they buy from, which pressures companies who are rainbow washing. So, companies’ branding has been taken advantage of pride month, but we see a drastic change, where performing rainbow washing will backlash on companies. »

Do Not: rainbow wash

Rainbow washing is usually defined as a practice in which corporations that make no concrete effort to support LGBTQIA+ communities (and sometimes actively oppose them) utilize popularized rainbow pride branding to claim allyship.

Do: be an authentic ally

A support system in which someone from outside a marginalized group makes an obvious, genuine attempt to transfer the benefits of privilege to those who lack it, in order to advocate on the marginalized groups’ behalf, and support them to achieve change.

Do Not: be a performative ally

A gesture made from outside of the group that is symbolic in nature, intended to gain social capital and avoid outward scrutiny, but that has no impact on the marginalized community.

What are the impacts of Rainbow Washing?

Benjamin explains that rainbow washers will profit from symbolic support for the communities without contributing to the LGBTQIA + fight through funding, networking, changing policies, or activism. Rainbow washing has far-reaching impacts. It’s damaging, he tells us, because it misleads well-intentioned people into thinking they’re supporting the LGBTQIA+ community when in reality they’re filling the pockets of greedy corporations. He says that the misuse of the Pride flag has had a watering down effect on Pride as an event:

« In some people’s minds, Pride has become more about brand deals, sponsorships and celebrity appearances, rather than supporting queer voices and raising awareness for LGBTQIA+ issues. »

Moreover, any budget used by corporations to fulfill this often performative branding uses funds that would make a substantial difference otherwise. These funds could be applied to either supporting LGBTQIA+ nonprofits, or simply turned towards improving a company’s own culture and ensuring that their own LGBTQIA+ employees are supported. In other words, it can in fact remove opportunities for authentic allyship. This is not to say that small steps are not significant, research by GLAAD and Proctor & Gamble shows that inclusive media images and advertising lead to greater acceptance and understanding of the LGBTQIA+ community which is still a positive change. 

Support vs. Commodification

Mikko tells us that when finding the line between support and commodification, it’s about understanding people as individuals and more than a sexuality or identity. He explains the importance of listening more, and learning more:

« Invest in diversity and inclusion workshops for companies. In my opinion, close-mindedness comes often from a lack of information. »

Benjamin says that when a brand swaps its social media avatar to a rainbow version in June or otherwise shows some support, it has to reflect whether its ads feature the community year-round, whether it hires LGBTQIA+ employees, puts them in leadership positions, and whether the brand actually supports the community with resources and internal policies.

Charlie explains that brands should not create a collection for Pride Month if the profits are not contributing to the community. When defining the difference between support and commodification, she asks brands to remember what Pride Month means:

« It’s not just a celebration and a party. Pride started as a protest, a riot against the police. If you’re going to be monotizing off of that, you need to pay into the community. »

Mikko also encourages brands to find diverse people in the LGTBQIA+ community and listen to them, “you can have a brief but this is the time to give creative freedom” he says. He also advises that brands make sure they have LGBTQIA+ people in their own team or even consult someone, when planning campaigns:

« Being authentic, in my opinion, is the best pride strategy to celebrate the freedom to be who you are with no limits. Selling products shouldn’t be the main goal or focus. »

Marketing Advice

Key focus points

  1. Make it thoughtful, understanding, educational and authentic.
  2. Involve LGBTQIA+ people in the creation.
  3. Involve LGBTQIA+ people in the promotion.
  4. Ensure LGBTQIA+ inclusion after June.
  5. Make sure the brand is not speaking but amplifying.
  6. Make sure the brand has an LGBTQIA+ inclusive internal culture.
  7. Make your support global and not just in queer-friendly countries.
  8. Make sure profits from rainbow products go directly to the LGBTQIA+ community.

Benjamin, Organisational Chair of Copenhagen Pride

Representation in the decision room

When creating an LGBTQIA+ centered campaign, “representation in the decision room” can be crucial; getting influencers/activists involved from the beginning of campaign conception can help ensure an authentic and successful effort in which community members can feel as though their points of view were considered and that campaign is sincere. 

Focus on language

A clear focus on language choice in marketing and copy materials is also key. They are a crucial aspect of any marketing campaign but are even more so when it relates to a community that is often mislabeled and excluded using language.

Outward action reflects internal policy

When deciding to include and emphasize LGBTQIA+ communities in marketing, brands must do their best to ensure that their internal culture is similarly emphasized. 

Make use of activist and influencer expertise

When working with activists, you allow their identity and knowledge to shine through to the extent that you can be confident that you are creating an authentic partnership that allows for an authentic message.

Work with nonprofits that amplify LGBTQ+ voices

Show true allyship be mindful of other partnerships and who you choose to work with throughout the year. Working with an LGBTQIA+ non-profit during Pride Month and another partner who has demonstrated prejudice can undo all the work being done.

 

The LGBTQIA+ Influencers

Our research team has gathered some of the most exciting LGBTQIA+ community contacts from each market. Take a look below:

Denmark

Julia Sofia is originally known on YouTube, where she has been creating content since 2013, and she is now running her own makeup brand. In 2018 she uploaded a video on YouTube talking about her sexuality and being queer, which led to many interviews about her point of view on the LGBTQIA+ community. She is an advocate of just being yourself and not necessarily having to put a title on your sexuality. 

Sweden

Tone Sekelius is an influencer and singer from Stockholm, Sweden. In 2021 she came out as transgender and was the first openly transgender performing in Swedens biggest song contest, Melodifestivalen. This year, she received the award “LGBTQ of the year” in the QX gala.

Norway

Camilla Lorentzen and Julie Visnes are a Norwegian influencer couple. They share uplifting content revolving around their marriage and journey towards having children and have gained a large worldwide following on TikTok and Instagram.

France

Ilya is a French fashion and beauty influencer, who wants to encourage many to dress as they want regardless of gender norms. Ilya considers himself and his style to be “genderless” and is a true advocate and trendsetter when it comes to gender-fluid fashion.

Italy

After the huge success on musical.ly due to being a reference point for boys and girls of his age, Matteo continues his journey on TikTok by sharing funny and ironic videos, entertaining more than a million people every day. In addition to entertaining, Matteo spreads information on his channels, interacting and discussing with his community. He is one of the main influencers of the Italian LGBTQIA + community.

The Netherlands

Nikkie Tutorials is a Dutch makeup star who’s done the makeup for celebrities like Adele and Kim Kardashian. In January 2020 she made global news when she revealed she’d been transgender since she was six. She is a goodwill ambassador for the United Nations in The Netherlands, and focuses on themes like racism, gender equality, and women’s rights.

The US

Christopher Griffin is an influencer, plant enthusiast, collector and community builder based in Brooklyn, New York. They aim to continue to build an inclusive green community for everyone and create greater visibility as a Black queer femme who exists in green spaces.

The UK

Jamie Windust is an award-winning non-binary writer, public speaker and model from London. They have written for The Independent, Gay Times, British GQ, Cosmopolitan and INTO More, and were named as one of London’s most influential people.

Georgina is the UK Market Coordinator at VOCAST, responsible for British fashion and lifestyle research. Along with her work at VOCAST and studies at Copenhagen Business School, she is passionate about conscious fashion reform in the industry.

Olivia is the US Lifestyle Researcher at VOCAST. She received her degree in PR and Communications from Rutgers University, and has worked in Lifestyle and Fashion PR. 

SIGN UP TO OUR NEWSLETTER

Get free knowledge on how to optimize your B2B marketing & new product releases.

RELATED POSTS

Micro-Influencer Marketing: When Less is More

Micro-Influencer Marketing: When Less is More

Influencer marketing is, without a doubt, a number one go-to strategy for many brands. As the world changes, life moves more and more into the online space - and let’s be honest, we can hardly live without social media either. Recently, a niche strategy known as...

Cabin Culture & The Alpine Lifestyle

Cabin Culture & The Alpine Lifestyle

Cabin Culture & The Alpine Lifestyle

Designing optimal personal spaces is not only reserved for our everyday homes; in some markets, recreational homes and cabins also have significant time and attention devoted to them. This is the case in the mountainous nations of Norway, Austria, and Switzerland, where the population values creating comfortable homes away from home in touch with nature.

The strong establishment of cabin interiors and the popularity of mountainous cabin destinations indicate that the market is developing, with niche magazines and influencers sharing content revolving around these spaces functioning as a source of inspiration for cabin owners. We have spoken to two experts within the field: Tonja Folkvard, Editor-in-Chief of Hytteliv, and Ellen Schwick, cabin interior influencer, shedding light on the strong market position of “cabin interior” and why brands can benefit from collaborating with profiles and publications that showcase these recreational homes.

Looking up north: Norway’s cabin dedication

For many Norwegians, going to one’s cabin is a highly valued way to unwind and connect with nature. Seizing the outdoors – whether it be skiing in the winter, or hiking in the summer – holds long traditions, and is inherently part of the culture. In fact, the element of history has a strong impact on Norwegian cabin culture. Cabins can remain in families for years and years: properties are passed down between generations and function as a shared recreational space for the extended family.

As a result, Norwegians have a strong relationship with their cabins, often stronger than that of their everyday homes. Many are hesitant towards renting their cabins out, and rather want to spend as much time as possible there themselves, including weekends and holidays like Easter, the latter being high seasons for cabin goers.

The most prominent cabin destinations in Norway are characterized by their closeness to outdoor sports facilities: among the most sought-after areas, you can find Trysil, Hemsedal, and Geilo. The common denominator between these destinations is their appeal and catering to a wide array of ages and interests, thus functioning as year-round nature and sports recreational zones for the whole family. 

With this in mind, it comes as no surprise that Norwegians are investing both time and effort into their cabins. Traditionally, Norwegian cabins are rustic and laid-back in style: comfort and functionality are key elements. However, in more recent years, the willingness to invest in these leisure spaces has increased: this applies to both the cabin’s interior as well as outdoor spaces like terraces.

  • Norway boasts 500,000 cabins, a vast amount compared to its modest population
  • 2,5 million Norwegians have access to a cabin property, equaling almost half of the entire country’s population
  • High ownership rate: 97,5% of all registered cabins are owned by Norwegians, indicating prominence and accessibility

 

The flourishing Alpine area and its impressive appeal

Surrounded by alpine peaks and wildflowers, once abandoned farming huts have been converted into chic and contemporary holiday cabins. The alpine region, including Switzerland and Austria, is, with 60-80 million tourists per year, one of the most visited regions on the European continent.

In fact, the tourism industry in the alps generates close to 50 billion in annual turnover and provides 10-12 % of all the jobs in this area. To draw the scope of the overall size of this business, the alpine region has, with its more than 600 ski resorts and 10,000 ski installations, an extremely dynamic infrastructure. 

Austrians as well as The Swiss, are very proud of their cabin culture. Their strong connection to the outdoors and skiing lifestyle is apparent and has resulted in an increase in people coming there for the whole experience. Their heritage is deeply integrated into their day-to-day lives as these two nations are situated directly within the alps and they have created their societal understanding around themselves interacting with their surroundings. This means the demand for typical alpine interior, both cozy cabin and chalet styles, remains high.

The most sought-after areas here are the regions of “Verbier”, “St. Moritz”, “Gstaad”, “Davos” and “Grindelwald”. Hence, one can say that the business thrives; this development generates great engagement amongst entrepreneurs and influencers that take pride in their surroundings by making it their topic of conversation.

  • Low homeownership rates are caused by tight property legislation: 50% of the population owns private properties 
  • Due to skyrocketing property prices in the Alps, cabins and chalets are mostly owned by luxury real-estate companies and hotels
Interview with Tonja Folkvard – Editor-in-Chief of Hytteliv 

Tonja Folkvard is the Editor-in-Chief of Hytteliv, Norway’s leading magazine about cabin interiors. With her extensive experience and expertise within the field, she has highlighted what trends and needs currently characterize the market of the Norwegian cabin interior, as well as how this is reflected in the magazine. (Picture credit: Caroline Roka)

What kind of content do you find that your reader base responds best to when it comes to the topic of alpine/cabin interior style?

Hytteliv’s readers are a diverse group, and there are variations between the different reader segments of this group when it comes to their preferences within cabin interior styles.

In general, articles that show inspirational photos in combination with interior decorating tips, cabin features, and shopping articles are well-liked amongst our readers.

Style-wise, a combination of the typical Norwegian cabin style, with wood panels as well as antique and retro objects, in combination with more modern furniture, like comfortable seating furniture, is popular. Color schemes are often inspired by the nature surrounding the cabin. For example, earth tones, greens in the mountains and greys, sand tones, blue and green by the sea.

Natural materials such as stone, wood, wool, and linen, and designs incorporating animals, flowers, and landscape, are popular. Many choose the view of the landscape outside the living room window as a focal point when furnishing. There is also an increased interest in both constructing and decorating cabins in a more environmentally friendly manner. Therefore, second-hand furniture and redesigned objects are often incorporated into the cabin interior.

To what extent does your publication conduct paid sponsorships with interior brands, and how well does it work within alpine/cabin-related content?

At Hytteliv, we publish commercial content in cooperation with commercial partners. This content is always clearly marked as an advertisement or sponsored content. We strive to ensure that all content published by us, commercial or not, should be of value to our readers. And as a measure to ensure this value, we use our unique reader data.

Following every issue of Hytteliv, content is tested in our reader panel, telling us that when commercial content is well made, it is highly valued by our readers.

Commercial content is normally produced by our content agency, Core Content, which has a broad understanding of the Hytteliv brand and its target group. We publish commercial content on a regular basis in our magazine, on social media, in our newsletter, and through Hytteliv.no and Klikk.no.

Interview with Ellen Schwick – Influencer and Cabin owner in Salzburg, Austria.

The “Hütte am Wald” cabin run by Ellen Schwick lies in the beautiful area of Salzburg, Austria. The owner, Ellen, has given us an exclusive insight into how she works as a content creator and nano-influencer. She also tells us about what interior pieces are especially worth mentioning and what she thinks sets alpine influencers apart from other interior content creators. 

What is the main difference between cabin interior / alpine influencers and other interior influencers? What makes them special?

In our opinion, alpine influencers are more focused on nature. The “coziness” inside the house is furthermore being emphasized because of the landscape it is embedded in. Our content is more outdoor-oriented with stronger adaptation to the changing seasons.

The activities of the guests are different very much throughout the seasons, therefore our communication needs to reflect that change. Values such as connection to nature, appreciation for natural materials, sustainability, and environmental awareness increasingly play a bigger role in how we create content.

What kind of product categories within interior content do you gravitate towards showcasing the most? What works best and receives the most engagement?

The choice of products to showcase is almost endless for us. We are representing products from all interior segments whether it be furniture for the dining, garden, living, and bathroom area or wellness, yoga, and kitchen -accessories but also sleeping equipment and toys for children are things we promote.

For us, the positioning of each product is important. A clear message and a unique selling proposition for our audience are details we think should be understandable right from the beginning of any campaign we engage in with brands. We know our target group well and therefore know what content ultimately drives conversion for us. Lastly, we always make sure to only work with brands that engage in our values and design aesthetic.

At the moment, the posts that drive the most engagement to highlight our cozy and cabin-like interior style. Pieces for the dining area and living room are definitely converting better than utensils for the bathroom and wellness area. Storytelling is also very much an integral part of our strategy and emphasizes the products we decide to promote (…)

A blanket is not nearly as interesting on its own but rather works as a promotion piece within a context.

 

Sara is the Norwegian Market Coordinator at VOCAST, responsible for Norwegian fashion and lifestyle research. When not at VOCAST, she studies Brand and Communications at Copenhagen Business School. Besides work and studies, she is a travel, music, and movie enthusiast.

 

 

 

Kevin is the DACH Market Coordinator at VOCAST. He grew up in Berlin, studying fashion journalism and communication, and has previously worked within fashion PR. Currently, he is studying toward a bachelor’s degree in Marketing and has a strong interest in sustainability, writing, and modern design practices.

 

 

SIGN UP TO OUR NEWSLETTER

Get free knowledge on how to optimize your B2B marketing & new product releases.

RELATED POSTS

Micro-Influencer Marketing: When Less is More

Micro-Influencer Marketing: When Less is More

Influencer marketing is, without a doubt, a number one go-to strategy for many brands. As the world changes, life moves more and more into the online space - and let’s be honest, we can hardly live without social media either. Recently, a niche strategy known as...