Data-driven social growth
Westwing Home & Living
Westwing is one of Rocket Internet’s most successful companies, being market leader in the home and living e-commerce space in 14 countries, with 26 million members and over €219 million in annual revenues (2015). Westwing offers an online, frequently changing, curated selection of products from top brands – with very generous discounts.
Westwing is continuously improving its innovation processes, for example when it comes to adopting new social media channels or approaching new groups of customers. Doing this usually involves a more visceral approach, where succes criteria are ill-defined, due to the fuzzy and volatile nature of behaviour on social platforms. The Westwing Netherlands team asked BLOOM to find a more or less standardised way to approach new customer groups, by organically scaling and engaging one of their social communities: Pinterest.
BLOOM and Westwing created a structured, data-driven and iterative approach to grow and activate the Pinterest community, which can be used for many similar platforms. Applying this approach resulted in ‘hockey stick growth’ of Westwing’s reach on Pinterest, with 101% week-over-week increase of unique viewers. Moreover, the relative community engagement (in terms of repins) grew with 50% week-over-week.
The BLOOM team stands out in taking a data-driven approach from beginning to end. In every step of the process customer- and market data was taken as the starting point – formulating objectives, analysing customer segments, setting a strategy – and finally – measuring the impact. The outcomes of our cooperation with BLOOM was a useful set of actions for our marketing team, allowing them to implement and continuously improve to drive excellent results. BLOOM is highly recommendable: strategic expertise complemented with the right digital knowledge at hand.
– Tom Peeters, Co-founder & MD Westwing Home & Living