Innovation, creative joy and respect for Danish design tradition – these are the watchwords of Rosendahl Design Group. Our ambition is to profile and protect Danish design treasures by rediscovering classics – as well as creating new ones in keeping with Danish design tradition.
We are proud to represent a brand portfolio that embraces the much-loved classics of Danish design as well as innovative lifestyle products for the home, table and kitchen.
Our brand portfolio counts nine brands: Rosendahl, Holmegaard, Kay Bojesen Denmark, Kähler, Lyngby Porcelæn, Juna, Bjørn Wiinblad Denmark, Arne Jacobsen Clocks and Global knives.
At Rosendahl Design Group we use many different channels in our communication to our consumers, one of them is influencer marketing.
We work with influencers where we see a great match between our brand value and the influencer’s value.
The products need to fit into the influencers universe, otherwise a collaboration will be untrustworthy.
It is a process that requires research and a close dialogue with our collaboration partners, but when it succeeds, we can see a positive effect.
We use insights and data to qualify our influencer collaborations before we agree on a collaboration.
In addition, insight and data makes it possible for us to continuously optimize performance and ensure that we keep getting smarter on what that works and what that doesn’t.
When we started to work with influencer marketing, we didn’t have tools for the selection or evaluation process and therefore it was mostly based on number of followers and aesthetics and we didn’t get any learnings for future collaborations.
Other than that we use Woomio to evaluate on our collaboration’s performances, both paid and unpaid collaborations.
You need to invest in getting to know the influencers that you want to use for a certain campaign and do a prediction on what you can expect from the collaboration to be sure that the results justify the campaign costs.
Follow the influencers and see if their tone of voice match yours? If you do that and use data to qualify your work, then you will get far.
The biggest learning when it comes to influencer marketing is probably to understand that there is a continuous change in the market and what worked 6 months ago might not work today. Therefore it is important to test and learn and always keep an eye on the data.
We believe that influencer marketing will continue to be important. We have historically always been inspired by influencers – also before the internet, consumers sought personal recommendations from others. Though, the platforms will definitely change but influencers will still be important.
Consumers are smart and they don’t want to be spammed with commercial messages so I think we will see that influencers (and brands) that are selective in their choice of collaboration partners and always focus on what they want to say, their messages, will have most success going forward.