Fairmount Fibers Influencer Outreach
The Goal:
Since 2014, Fairmount Fibers (North American distributor of Manos del Uruguay yarns) has utilized our influencer network to introduce new products to drive consumer demand to Manos del Uruguay stockists.
The Strategy:
Over the years, we have built strong relationships between Fairmount Fibers and many of our influencers. By continuing to offer product those who have previously reviewed other blends of Manos yarns, we are able to reach a pool of passionate knitters who are already familiar with the brand, but may not have seen the newest yarns in their LYS. Each review strengthens the brand’s perception in the know-like-trust funnel, building a dedicated consumer base in the online community.
We also search out to key influencers who had not previously reviewed Manos yarns, allowing us to widen our reach to those who may not be familiar with the brand, allowing us to tap into their audience and begin the process of building awareness and trust.
The Result:
Our continual efforts have lead to increased brand awareness, making a huge impact in telling the brand’s unique Fair Trade story. Besides increased traffic to the Fairmount Fibers website and social media channels, the client reports spikes in consumer demand which has occasionally created disruptions in the supply chain – but as we all know, a little scarcity now and then in the yarn world can be beneficial to feeding this demand (and in this case, it has!).
