When founder, Shuobi Wu launched “Lineage Ceramics” in Vancouver, Canada his primary goal was to keep his family’s 100-year ceramic legacy alive and support his father’s studio in Teoswa. Lineage tableware is meant to bring people together to dine, chat, reminisce and establish those core memories that are sparked at the sight of the ceramics many many years later.
During the holiday season, we worked with Lineage to create and execute an earned media and influencer campaign that encouraged Canadians (and beyond) to give gifts with intention that will become the foundation of their food memories for generations to come. We wanted to focus, not only on gift giving but also refreshing your tablescape to bring any meal to life — no matter how simple or elaborate — while encouraging everyone to gather, reminisce and create new memories set intentionally around good food and even better company.
Influencers
Media Stories
Pieces of content
Reach
Services
Strategy
Influencer Marketing
Public Relations
Our primary goal was to build brand awareness for Lineage throughout the holiday season while strategically telling the brand story by aligning with influencers and reaching new audiences across Instagram and TikTok. We aimed to target micro and macro influencers (with an average following between 5K to 50K) that were from a variety of niches, but still fit the Lineage brand aesthetic. This included mom influencers, interior design influencers, DIY influencers, foodie influencers (home cooks), and lifestyle influencers. We developed the campaign to create an organic and authentic relationship with each influencer, encouraging them to share their food stories with us and post about them online. Our other goal was to ensure that Lineage was at the top of everyone’s mind as a great gift to give during the season ultimately converting likes into sales. With this in mind we curated a media list of local and national print and digital media outlets to land Lineage on popular gift guides and feature the food stories that could be told with the tableware.
We curated a list of 30 influencers who we felt best aligned with the Lineage brand and gifted full tableware to 21 influencers. Each influencer (depending on their niche and audience) received a personalized pitch, but the ask was the same - to share a recipe they had inherited plated on their new tableware set. We also sent them a personalized promotional code for influencers to purchase additional pieces in the future or share the love with their friends, family or audience online. We also sent out a press release featuring the perfect gifts for the host or design lover to a media list of 85 contacts at a variety of print and digital publications, securing a spot in The Globe and Mail, Western Living, Canada House and Home, Style Democracy, Elle Canada, and more. The reception to this campaign was overwhelming. Every influencer posted an unboxing video, along with various recipes they were creating throughout the holiday season — they continued posting even after the campaign was finished. This reaffirmed the connection to Lineage’s brand story and we successfully established loyal brand ambassadors with an authentic connection to the brand that we could continue to harness in future campaigns.
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