Alongside consumers, plumbers, architects and designers are an important target group for Villeroy & Boch. The Bathroom and Wellness Division therefore also used the company’s YouTube channel to present the “In 60 seconds” videos, for example, in which product managers explain the uses, benefits and new features of selected products in German and English in just 60 seconds.
Social platforms are also home to bloggers, many of whom can boast follower numbers in the six digits. “Bloggers are increasingly becoming the opinion leaders worldwide. Their fans are stylish and trend-conscious — and an important target group for the Villeroy & Boch brand. We work in cooperation with popular blogs dedicated to food, interiors, design and gift ideas to bring our brand and our new products to a younger, trend-aware and style-conscious audience. Bloggers are brand ambassadors with the ability to shape the views of those who literally ‘follow’ them,” explains Jessika Rauch, who is responsible for blogger relations in her role as Global PR-Manager in the Tableware Division.
The cooperation between companies and successful international bloggers is flourishing, taking in blog carnivals where numerous bloggers write about the same topic, blog partnerships with product presentations in picture and written form, meetings with successful interior design bloggers, and blogger events at which specific products are presented.
This article was published in the Insights Magazine, The Magazine Supplement to the Annual Report 2015 of Villeroy & Boch AG.