Leveraging Influence to Drive Sales

Matter created a multi-faceted campaign to help drive consumer awareness and intent to purchase for OSRAM SYLVANIA’s line of smart lighting, LIGHTIFY. Using a combination of targeted media relations, influencer engagement and social media the campaign was a monumental success, generating 48MM impressions and more than 11K e-commerce link clicks.

 

Bottom line, smart technology can be daunting to the average consumer.  Many see the smart home as a thing of the future and not something that is easy to adopt and integrate into their lives now. Matter was challenged to help change that perception and showcase LIGHTIFY smart lighting as an easy to install/use product that would appeal to a vast audience. We also needed to take it a step further and create a desire amongst consumers to purchase the product in a measurable way.

  • 11

    thousand clicks to Amazon + Lowe's

  • 48

    million total campaign impressions

Objectives

• Immediate widespread coverage: needed to secure placements within a 4-month time-span
• Immerse consumers in the LIGHTIFY experience, demonstrating simplicity, customization, and real-life applications for home design
• Build awareness of the benefits of the LIGHTIFY smart lighting portfolio
• Drive trackable traffic to Lowes.com and Amazon.com, showing consumer intent to purchase
• Generate third party endorsement to help shape customer opinion and desire by partnering with strategic influencers

Program Planning and Strategy

Matter was responsible for developing a multi-layered plan to showcase the various applications of products within the LIGHTIFY line directly to consumers to drive trackable traffic to Amazon and Lowe’s ecommerce websites. The goal was to help shape customer opinion by partnering with a wide range of influencers – technology, lifestyle, design, DIY bloggers and vloggers – and generate meaningful coverage. To strategically identify the best influencers, Matter vetted targets to ensure that we would reach a large consumer audience and showcase all the different ways LIGHTIFY products can be used from creative DIY projects to total kitchen transformations. The strategy for diversified, wide reaching results included implementing:

  • National Satellite Media Tour for extensive coverage on broadcast using tech influencer/expert Mario Armstrong
  • Overarching Influencer Campaign with real life reviews/applications (bloggers, social influencers and YouTube vloggers)
  • Traditional media relations placements in top-tier consumer/consumer tech publications

Results

Results were packaged into a sizzle reel to visually show our achievements in an engaging way.

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