WOODBURY, NY: Furniture retailer Jennifer Convertibles partnered with content-creation platform SheSpeaks last month, exploring new channels to reach consumers, especially Millennial women.
The company, which is celebrating its 40th anniversary this year, teamed up with SheSpeaks in July to give away one of its most popular sofas to a winner from the platform’s community of 250,000 women influencers.
Members of the community were asked to share their favorite Jennifer Convertibles sofa for a chance to win. Entrants who posted content on Twitter received extra entries.
"We’re exploring new channels of marketing to speak to our consumers," said Gina Kobler, ecommerce director at the company. "Traditionally, Jennifer Convertibles had been of the mindset of using TV advertising, and the company really wants to let the consumer know that we’re out here and we have more than just sofa beds."
Less than a week after launching the SheSpeaks effort, the program received more than 1,500 blog comments, 988 tweets, and 3.1 million social media impressions, resulting in a reach of 1.9 million people, according to SheSpeaks.
Kobler joined Jennifer Convertibles in April in the newly created role of ecommerce director, which she said is another sign of the company’s commitment to expanding its digital and social media activities.
One objective behind the influencer program, aside from raising general brand awareness, was to reach Millennial women so they will consider Jennifer Convertibles when shopping for furniture, said Aliza Freud, CEO of SheSpeaks.
"The reason SheSpeaks is a good choice for something like this is because we have such a strong reach among women, with a quarter of a million influencers, but those influencers have an immediate reach of a hundred million other people in their networks," she added.
Going forward, Kobler said Jennifer Convertibles will open up other lines of communications with consumers across digital and social media platforms, such as Facebook.