West Elm

A Fresh Approach to Influencer Engagement 

The Challenge

West Elm approached KWT Global to tout key pillar moments in 2019: a new Rent the Runway partnership, the debut of their wellness-first product line, and a first-ever collaboration with the iconic SummerStage music festival to debut their summer line.

The Strategy

KWT Global identified how to make the most of these impactful occasions throughout the year - ensuring meaningful connections with relevant design-adjacent audiences by bringing the West Elm brand straight to them through an integrated approach to influencer relations.

The Execution

To celebrate the brand’s first official partnership with Rent the Runway, KWT Global invited key opinion leaders to join the fun at SXSW, where the now rent-able West Elm products were on display. For the launch of their new wellness-first Water Street line, KWT Global curated bespoke influencer mailers to inspire unboxing videos and interactive content creation. To kick off SummerStage 2019, KWT Global invited media and influencers to a live on-site activation in Central Park, amplified by colorful mailers and photo-worthy gift-ables under the theme of “Summer Feels Like.”

The Results

Each interaction produced high-impact opportunities to showcase the breadth of West Elm’s offerings, from traditional home furnishings to surprising collaborations and seasonal necessities. Influencer content engaged captive social audiences and media coverage allowed for these buzz-worthy local moments in time to reach consumers on a national and local level.