WHSmith Case Study
The Brief
The Brief
WHSmith partnered with We Are SNS to support their back-to-school influencer marketing campaign, focusing on authentic, relatable content that showcased their extensive stationery, backpack, and lunchbox collections. The objective was to engage families through real-life experiences and increase awareness ahead of the new school year.
What We Did
Influencer
The Approach
We handpicked 15 influencers with children across different school ages to capture a wide range of back-to-school experiences. Influencers were briefed to create organic, platform-specific content by visiting WHSmith stores and sharing genuine moments of shopping for essentials.
Social-first video content was prioritised to maximise engagement, with playful TikTok videos and heartfelt Instagram Reels tailored to each influencer’s style. Instagram leveraged collaborative posts to boost reach, while TikTok focused on trend-driven, engaging video formats. Paid media strategies were applied to amplify top-performing content and extend overall reach.
The Results
The influencer marketing campaign reached 1 million followers across Instagram and TikTok. Organic content on Instagram achieved a combined following of 304,739 and 130,559 impressions, while TikTok content, with a combined following of 512,000, generated 117,623 impressions and an impressive 7% engagement rate, outperforming Instagram in interactions.
Paid media efforts reached an additional 1.5 million impressions with a view rate of 614%, significantly amplifying visibility and informing strategies for future campaigns. Overall engagement included 13,600 likes, 675 comments, and 689 saves, highlighting the impact of authentic storytelling and platform-specific content.
Influencer marketing is delivering clear commercial results. Read about the rise of influencer marketing spend for business in our blog ‘Do influencers matter in the AI world?’. For more insights into our influencer marketing support, check out how we delivered Mixam $57,224.25 referred revenue from a 9 month influencer campaign
These results underscore the power of a well-executed, data-informed influencer strategy to drive both reach and meaningful engagement. If you’re looking to elevate your next campaign with the right creators, compelling storytelling, and measurable performance, our team is here to help you turn influence into impact.
