Royal Design Group, consisting of Rum21 and Royal Design, needed a unitary strategy in affiliate and influencer marketing. CUBE played the role of strategic partner to help them build awareness and increase revenue and to supply content for their own channels. The mission was therefore to find the right mixture of creators who could drive sales and create inspiring and beautiful content that aligned with the brand’s image. The KPIs were high-quality content, performance-driven sales, and carefully-picked ambassadors.
Through working with ambassadors, CUBE aimed to create a credible, long-term collaboration and establish relationships among Rum21, Royal Design, the creators and the audience. Beyond traditional social media marketing on Instagram, Instagram Stories, blogs and YouTube as well as consistent seeding, an event was added to create value and extend reach. The event took place in Rum21’s flagship store in Stockholm which recently opened, and the concept was created by CUBE.
Royal Design Group show us how to use people based marketing in order to successfully launch a marketplace – both offline and online – by working with a variety of social media creators to yield diverse content depicting a mix of tastes and product uses with eye-catching material and ultimately drive engagement and sales at scale through performance-based PR.