LTK x Warehouse Influencer Campaign Case Study

Summary

Warehouse appointed LTK in May 2022 to run individual month-long campaigns across six months. The aim was to grow brand awareness of its revitalised offering, educating its target audience on its quality products and justified higher price points. The brand also looked to LTK to appeal to a younger audience after seeing the success of influencer collaborations with Karen Millen, another Boohoo Group brand, which was led by LTK the year prior.

Goals

Drive brand awareness with a 4 million reach on social media to increase clicks, sales and AOV YoY.

Approach

LTK used its historical sales data to find a network of high-converting influencers to create education-based short form video content for shoppers. LTK successfully secured Creators that fit into Warehouse’s objectives with competitive media rates due to existing relationships and long-term partnership potential.

Warehouse cross-promoted all shoppable Creator content on their own branded Instagram, encouraging consumers to purchase via the influencer’s LTK Shop. All influencers were required to post detailed product-focused video content to their LTK Creator Shop profile, which drove consumers to shop via the Warehouse website. Using the LTK shopping app features easily shows shoppers the many ways to style an item, what important sizing information they need to know, what the fabric feels like, and how it flows, which resulted in higher conversion than when influencers only post social content.

Results

• ROI of 1.7 across 6 months 
• +228% increase in sales YoY 
• +63% increase in clicks YOY
• 52% increase in the number of revenue-producing Creators across the entire programme on LTK (more Creators not part of the campaign started posting more) 
• 7.2 million social reach with an additional reach of 685k from LTK amplification across its owned social, email, and app channels.
• Successfully increased AOV by +6% YoY