Towards the end of last year, we were very privileged to work with iconic designer furniture store Heal’s on a blogger outreach project for their brand new collection of designer sofas.
Here at Leapfrogg, we all love Heal’s homeware and equally love any project that gets our creative juices flowing, so this quickly became one of our favourite pieces of work from last year. For this reason, we thought it would be nice to share a few more details about the project, the results, and also showcase some the inspirational images that came out of the campaign.
Established in 1810, Heal’s is the home of modern, designer and contemporary furniture, lighting and homewares. In September 2013, they launched a microsite for their new sofa collection and approached Leapfrogg to help develop a creative PR campaign to create awareness, drive traffic and build links from credible, relevant websites.
Heal’s had previously only targeted interiors and design blogs and wanted to capture a new audience of fashion and style-conscious consumers, in addition to re-engaging their existing customer base with their new products.
After brainstorming ideas, we came up with the concept of a #Healschallenge. We approached high-profile fashion and lifestyle bloggers and challenged them to design their ‘dream living room’ using a sofa from Heal’s new collection as the focal point, as well as featuring complementary items from Heal’s online store.
We asked our bloggers to document their design process by creating accompanying Pinterest boards to showcase their inspiration and the products which made up their ‘dream living room’, using the hashtag #HealsChallenge to extend the reach of the campaign even further.
The final room designs were judged by Heal’s, who selected Helena from A Diary of Lovely as a winner due to her colour scheme choices and fashion sense, which Heal’s felt brought a new dimension to their furniture.
The winning design was then turned into an in-store display at the Heal’s flagship store in Tottenham Court Road.
The creation of the room set with commentary from Heal’s Head of Design was made into a video which we pushed out through Heal’s social media channels.
The content produced by the winning blogger A Diary of Lovely can be seen below:
We were happy to report that our blogger outreach project resulted in significant coverage across a number of high-profile fashion and lifestyle blogs, generating content and traffic for Heal’s, whilst securing high quality, editorial links. Previously, there had been no link building activity for Heal’s new website.
The campaign also engaged and reached a new audience of style conscious fashion consumers and social buzz around the new sofa collection was created via the use of the hashtag #HealsChallenge and the bloggers’ Pinterest boards with reach potential of 6740 followers.
We thoroughly enjoyed working with Heal’s on this project and are very much look forward to working with the brand further in 2014.