Pooky Lighting
How Targeted Influencer Marketing Launched a Cult Lighting Brand in the USA
- Influencer Marketing
The Brief
Pooky sought Nylon’s expertise to break through to new consumer audiences and drive measurable traffic to their website. With a competitive lighting market and a digitally savvy target consumer, the brand required a targeted influencer strategy that could generate authentic, high-quality content while delivering real business results. Nylon developed a focused influencer marketing programme designed to move new audiences from inspiration to action.
New Audiences, Measurable Results
Nylon took a strategic, editorial approach to influencer selection, identifying a curated group of premium interior designers and lifestyle voices whose audiences aligned precisely with Pooky’s target consumer. Rather than casting a wide net, we focused on depth over volume, ensuring every piece of content felt authentic, visually compelling, and true to the brand. Each partnership was intentionally mapped to key moments in the consumer journey, creating a seamless and direct path to purchase.
This exceptional growth validated the investment in premium partnerships and proved that influencer marketing can be a reliable driver of consumer discovery and purchase intent. The success demonstrates the power of a well-crafted, authentic influencer strategy in building brand awareness and trust within a new consumer market.
- 85 influencer partnerships throughout the year
- 2,400,000+ video views
- 615 pieces of content created
- 30,500+ new visitors driven to the Pooky website
- 61,000+ engagements across all content
