Upholstery retailer Sofa Club has strengthened its social media marketing with sponsorship of influencer Perrie Sian’s new podcast.
Sian, who has launched Can We Be Candid, has 2million followers on Instagram and 916,000 on TikTok.
‘We’ve never seen ourselves as just a furniture company. We’re a content brand, a culture brand and social media gives us the tools to tell our story in a way that’s relevant, real, and ridiculously engaging,’ says ,” says Olivia Smith, Sofa Club brand director (pictured left with Monika Puccio, Sofa Club buying director).
Sofa Club uses its social media to share day-in-the-life videos of staff, sofa unboxings, TikTok trends featuring real employees and customers and spotlighting the personalities behind Sofa Club’s design and customer service teams.
‘People buy from people, that’s the mindset we live by. Furniture is an emotional purchase. It’s about comfort, style, lifestyle and we make that come alive by showing the faces and stories behind the brand. TikTok and Instagram have been instrumental in helping us build that connection.
‘We’re not afraid to try new formats or show our personality. That’s what makes us different from so many furniture brands stuck in the past. The future of marketing is fast, visual, interactive and we’re here for it.’
The retailer, which has stores in Hertford and Liverpool along with displays at the Metro Centre, Trafford Centre and Lakeside shopping centres, recently gained blue tick verification from Meta, which Smith says is a tribute to the company’s late founder Louis Rose. His death was announced earlier this month, aged 35.
‘Louis built this brand on energy, innovation and heart. He believed in the power of social media before it was trendy and he would have been so proud to see us reach this milestone. The blue tick isn’t just a symbol of authenticity, it’s a tribute to his legacy and everything he helped us build,’ says Smith.
