Brooklinen is an affordable luxury bedding brand that leveraged "pet influencers" – in other words, Instagram-famous pets – to create a quirky and creative crowdsourced campaign for its products.
The creative idea behind the campaign sought to take advantage of the automatic positive responses that cute animals elicit in most consumers, by combining that with animals that have already become famous for this very reason. The company, which itself was created to modernize shopping in the specific industry it specialized in, wanted to contextualize its brand's offerings by acknowledging the pets of the home, rather than consumers alone.
The resulting campaign features a series of pets, including the famous Buddy and Tuck, Chloe the mini Frenchie, Chino the Shiba and 'Goyangyy' – a beautiful white cat with two different eye colors.
Pet Influencer Linen Campaigns
Brooklinen Crowd Sourced Images from Instagram-Famous Pets
Trend Themes
1. Pet Influencer Marketing - Brands across industries can collaborate with famous pets on social media to entice consumers with their products/services in a creative and unique way.
2. Crowdsourcing Campaigns - Crowdsourcing campaigns can help companies create authentic and engaging content in collaboration with their customers/influencers.
3. Contextualized Marketing - Marketers can contextualize their offerings by acknowledging the different individuals/pets that make up a home or a community, rather than just focusing on the consumer.
Industry Implications
1. Home and Bedding Industry - Brands in the home and bedding industry can tap into the pet influencer trend to create engaging and relatable marketing campaigns.
2. Pet Products Industry - Companies in the pet products industry can partner with pet influencers to promote their products in a fun and authentic way.
3. Social Media and Marketing Industry - Marketing agencies can offer pet influencer marketing solutions to their clients across a broad range of industries to help capture consumers' attention and stay ahead of their competition.