Influencer Marketing for a Furniture Brand
Haworth is a leading global furniture maker that builds innovative products for optimal workplace performance. As part of its mission to become a leading name in home, office, and lifestyle design, Haworth has entered into a strategic partnership with A Design Partnership to cultivate stronger brand recognition, drive consumer engagement, and acquire high-quality content for their marketing efforts.
The Challenge
As a globally recognized furniture maker seeking to deepen its presence in the home and lifestyle design space, Haworth enlisted A Design Partnership to build a high-impact influencer marketing program. Their primary objectives included cultivating stronger brand recognition, using influencer campaigns to drive consumer engagement, and acquiring high-quality content for their marketing efforts.
Influencer and Marketing Relations: Identifying and securing the right creators to authentically represent Haworth's brand pillars across home, office, and lifestyle categories.
Campaign Creation and Management: End-to-end management of influencer campaigns — from creative briefing and content review to post monitoring and performance tracking.
Trade and Paid Partnerships: Structuring a diverse mix of paid, trade, and UGC partnerships to maximize reach, authenticity, and content volume across Haworth's target audiences.
The Strategy
Our influencer collaboration strategy begins with an in-depth research phase to identify creators whose audience and content align seamlessly with Haworth's brand pillars and marketing goals. We present a curated list of recommendations for the brand's review, complete with engagement metrics, notable past partnerships, and strategic rationale for each potential collaborator.
Proactive Outreach and Communication: Once potential partners are approved, we initiate outreach and lead negotiations related to compensation, usage, exclusivity, and deliverables. This ensures Haworth's interests are protected at every stage.
End to End Campaign Management: Upon confirmation, each partner receives a detailed creative brief to ensure their content meets Haworth's marketing objectives. A Design Partnership then provides complete campaign management, including product ordering, content review and feedback, post monitoring, and invoicing.
Partnerships in Action
Over the course of our partnership, A Design Partnership has built a carefully curated roster of influencer collaborators for Haworth — spanning paid, trade, and UGC partnerships. Each creator was strategically researched, vetted, and onboarded to ensure authentic alignment with Haworth's brand.
Paid Partnerships with: Abraham Corella · Amanda Jane Jones · Andrew Maddock · Arabella Stokes · Colin Smith · Elena Lohse · Ethan Gaskill · Kate Pearce · Marissa Leigh Jo · Morgan Cook · Phoebe Kut · Trish Roque
UGC Partners: Benedetto Rebecca · Hailey Polk · Zach Webber
Trade Partners: Trade Partners
Adam Bosley · Angel Zheng · Brandy Wayne · Chassity Evans · Cheyenne Cowfer · Cody Banks · Fariha Nasir
Big Ideas, Real Impact.
The results speak for themselves.
22 partnerships
39 influencer posts
More than 4m in total reach
