For N.Peal, the biggest concern has always been brand protection. Working with influencers meant careful consideration when it came to the brand’s reputation, making sure we were reaching the widest audience possible while maintaining the retailer’s prestige. We approached the campaign with three key goals:
- Deliver a strong return on investment
- Increase awareness for the brand and visits to the site
- Reach new audiences globally
To start, we identified and approached relevant influencers. Our aim was to gain coverage across a number of media platforms, including YouTube and Instagram. This activity would funnel users into website visits and, ultimately, lead to sales. However, we did not have an additional budget for this campaign to support paid placements with influencers – instead, we aimed to gain the target exposure on our gifting activity alone.
Here’s how we helped influencers keep warm in the winter, all while boosting brand awareness and sales for N.Peal:
We opted to focus on a classic item from the brand’s collection: a luxury cashmere scarf, when planning the gifting campaign for N.Peal. The best-selling product remains on site at all times of the year, meaning that any content produced off the back of the campaign will remain relevant for years to come. We combined this with pieces from the winter womenswear collection for two long-term supporters of the brand.
A touch of luxury
N.Peal delivered each order to a customer complete in a beautiful N.Peal gift box, with a handwritten note from the team who picked, packed and tied the satin bow. This personalised approach was a testament to the brand’s ethos and a distinctive USP we should celebrate with the campaign.
In selecting the influencers to gift for the campaign, Silverbean leveraged existing relationships with key influencers. We kept a focus on those influencers we could comfortably select a colour and style for, as we were highly familiar with their tastes and content. This was combined with key trend-led pieces from the mainline collection for two influencers who had been fans of the brand for a number of years.
To further emphasise the luxury approach of the brand, each scarf was monogrammed with the influencer’s initials. This included an influencer who was getting married the following month. The gift sent to her included her forthcoming married initials and a note congratulating her and her future husband on their big day for that personal touch.