SPONSORED BY
Social Media

Why Ruggable is going all in on Bachelor Nation influencers

Its latest social campaign featured 14 former ‘Bachelorette’ contestants.
article cover

Photo Illustration: Dianna “Mick” McDougall, Photos: Getty Images, Instagram

· 4 min read

“All’s fair in love, war, and influencer marketing.”—Every former Bachelor and Bachelorette contestant, probably.

The Bachelor franchise is basically an influencer-marketing factory. Regular people go on its reality shows, and leave with thousands (and, in some cases, millions) more followers than they had before their audition process began. Many, many of them quit their jobs to pursue influencing full time.

And, according to Ruggable CMO Linda Lai, they don’t suck at it.

“They have such a unique command across social channels and traditional TV,” Lai told Marketing Brew. “You end up also falling in love with them, quite literally. It’s such an emotional connection. You have opinions about them, and you’re rooting for certain people, and you hate other people,” she explained, adding that, with dozens of new contestants on each season (not to mention multiple seasons per year), the franchise can churn out influencers at a uniquely high volume.

That’s partly why the rug company decided to exclusively tap former Bachelorette contestants for a recent influencer campaign that, according to the Ruggable team, drove a ton of buzz for the brand. In fact, Lai told us Bachelor franchise influencers often have some of the “best performing” posts for Ruggable.

The deets

Last month, 14 former Bachelorette contestants, such as Noah Erb and Justin Glaze, posed for pictures alongside the brand’s new line of shag rugs, making jokes about their embracing their softer sides (with the campaign hashtag #softerside, of course) in the captions.

Lai told us Ruggable has worked with stars from the franchise before and saw “good results,” which informed its decision to center this campaign around former contestants. She did not provide exact figures for those results, but said her team tracks metrics like click-through rates, discount-code usage rates, and overall cost per acquisition.

Together with Impact.com

Your influencer marketing roadmap. It’s the secret sauce to maintaining authenticity, driving brand awareness, and raking in revenue—but how does influencer marketing work? Find out in the latest ebook from impact.com. It’s packed with examples of successful campaigns, best practices to get you started, and more. Download the Ultimate Guide to Influencer Marketing here.

For this campaign in particular, Lai said Ruggable nearly doubled its engagement-rate goal, garnering more than 100,000 total likes and comments on the influencers’ Instagram posts.

Zoom in

From the get-go, Ruggable knew it wanted to “align all creators in the campaign thematically,” explained Gabriella Koek, the brand’s influencer associate manager. She said Ruggable’s influencer team brainstormed “different groups of creators that had similar or overlapping audiences,” eventually landing on Bachelor Nation.

Though Ruggable’s audience is primarily women, the team decided to work with men who could show off their softer sides, “subverting masculine ideals in a playful way,” Koek told us, noting that Bachelor Nation has a mostly female audience.

Koek added that many Bachelor fans follow multiple former contestants on Instagram, so many users would likely see several posts.

“We also thought about the product itself,” she continued. “It’s a luxurious, soft, cozy rug. And then we thought about, ‘Okay, who is the audience that this product makes sense for? And what’s the messaging that we want to convey to them? And how can we make that content stand out?’ We really wanted the content to feel unexpected,” she said.

Each influencer was compensated by the brand for their posts, although Ruggable didn’t share figures. They also received a free Ruggable shag rug to not only shoot content with, but also keep.

The Bachelor franchise has a lot of social media accounts and podcasts tied to it that meticulously track what former contestants are up to. Some of these outlets took notice of the not-so-subtle onslaught of Ruggable posts from Bachelorette guys suddenly popping up on the ’gram, giving the ads a boost that Dmitri Cherner, Ruggable’s associate director of influencer and partnerships, said was welcome.

“We wanted to drive buzz, we wanted to get people talking about it, and we saw that—so we thought that was a huge win,” he explained.

Together with Impact.com

Your influencer marketing roadmap. It’s the secret sauce to maintaining authenticity, driving brand awareness, and raking in revenue—but how does influencer marketing work? Find out in the latest ebook from impact.com. It’s packed with examples of successful campaigns, best practices to get you started, and more. Download the Ultimate Guide to Influencer Marketing here.

Get marketing news you'll actually want to read

The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.