what we did.

The Bespoke by Burlington collection marked an exciting and new era for Burlington. Traditional as we’d never seen it before, the campaign needed to captivate and inspire both the press and customers.

Due to Covid-19, the decision was made to run a fully digital campaign launch, delivering some fantastic results across all areas.

We worked on Photography & Video, Emails & Press Releases, Social Media, Influencers and PR.

the results.

We successfully launched this new range to media and press despite the unprecedented times we were facing throughout Covid-19. We worked effectively with the Burlington brand and our own team to achieve outstanding press coverage, great social media growth, insightful influencer results and engaging content creation, resulting in a triumphant campaign.

digital lookbooks and emails were created to help launch the new collection.

Lookbooks and emails were effective for this particular press launch, and served different but complementary purposes in promoting the collection to the media

with a complete digital launch, video was needed to tell the full story of the new range.

We produced 1 main video and 12 sub videos that were then used to promote the collection launch across social media, through the influencers and on the website in an inspiring and captivating way.

We saw a huge uplift in followers, especially on Instagram which was the hub of the campaign. Existing and new followers engaged well with the content and we saw an impressive level of interaction and links through to the website from all channels.

content creation was designed to be used organically across social and paid activity.

As part of the digital launch, In The White Room managed a dedicated influencer campaign across a two-week period. A mixture of gifted and sponsored collaborations took place with a mixture of primary and micro influencers. The influencer campaign was a nice addition to the campaign, allowing us to share real homes featuring the product which always proves popular with followers. A great success across all platforms and the accounts continue to grow since the campaign ended.

Each influencer led onto the next, creating a story chain and engaged narrative to excite followers.

as part of the pr campaign, exclusives were secured within key media titles such as The Sunday Times.

The aim of the PR campaign was to secure high quality PR coverage in short lead print and online titles from the July launch date as well as high quality long lead PR coverage from the September issues onwards.

A digital look book was prepared and distributed to all key media contacts in addition to dedicated press releases sent out to the consumer, trade and projects media.

If you’re looking to launch a new range or product, our superior industry knowledge across the interiors marketing sector means we can help you to achieve just that.