Founded in Dallas, Texas, The Container Store is the leading retailer of specialty storage and organization products in the U.S. The Container Store asked us to drive online sales by engaging a new audience: Millennials.
To promote The Container Store’s Closet Essentials Sale to Millennials, our challenge was to convince young, busy consumers that an organized closet can open the door to a more organized life.
We saw an opportunity to expose the brand to a larger, younger audience by leveraging our social influencer model to create 360-degree video content.
We drew on our influencer collaboration experience to generate content that spoke to a Millennial audience. We started by sending influencer kits to 12 lifestyle and fashion influencers. The kit included a $1,000 gift card to The Container Store and 360-degree cameras. The influencers captured footage before, during and after their closet transformations to show how they turned their closets around - all the way around - with their favorite Container Store products.
The videos attracted over 900,000 views on Youtube, Instagram and Facebook, and successfully engaged Millennials across all social channels. Our campaign hashtag, #TurnYourClosetAround helped our brand resonate with our influencers’ followers. We proved that investing in an organized closet makes life easier, and we connected with a new marketshare to drive sales for The Container Store’s Closet Essentials Sale.