Ralph Lauren Home’s Instagram engagement is up 300% from March compared to April with May showing promising results as well. With many other industries experiencing a decrease in engagements and post volume during quarantine, Home Furnishings and Ralph Lauren Home are the opposite. This is how they did it:
The home furnishings industry collectively experienced a 6% increase in engagements in April compared to March, driven by a 2% increase in new posts. Even with these small increases occurring industry-wide, Ralph Lauren Home’s increases exponentially exceeded this trend. Ralph Lauren Home saw a 300% uptick in engagements in April 2020 compared to March 2020, primarily driven by a 600% increase in new posts.
The brand’s decision to increase posts 7X more than the previous month came when many brands were just beginning to slowly increase post volume after recovering from March’s social shakeup. The #RLatHome campaign showcasing highly branded gallery creative alongside things to do at home–ranging from cooking and baking to reading and board games.
As Ralph Lauren Home pivoted from the #RLatHome content that drove engagements in April, the brand has largely shifted back to business-as-usual content in May thus far. Average engagements per post in this month through May 14 are 63% higher than that in April for the home furnishings brand, indicating that fans are highly engaged with more traditional Ralph Lauren posts, as opposed to just getting spikes of interest from content directly mentioning COVID-19.
As states and cities slowly begin to reopen, consumers are likely eager to begin to resume a state of normalcy after being quarantined for the last two months. That said, even as the audience starts to venture out more, the foreseeable future is still going to involve much more time at home than before the coronavirus pandemic started; which means that social media content from Home Furnishing brands will continue being consumed at a higher level of engagement.