Launching a New Brand with Help from Social
Social listening allows for targeted observations into both style preferences for both home decor and online content, making it an key step in the innovation process.
Challenge
A lighting fixture manufacturer planned to launch a new brand targeted towards new homeowners, with a focus on Millennials and Gen Z. Prior to launch, the team needed to better understand the target customer and their shopping, style, and communication preferences and sought data-driven social listening insights to provide this guidance.
Solution
Utilizing our select social listening tool, Infegy, Bellomy constructed a robust Boolean social query targeted specifically to capture content from authors in the Millennial and Gen Z age groups about home décor and style preferences. The searching and data collection process was iterative, which is common in social listening research. This led to the creation of subqueries for different types of décor styles, allowing for direct comparison of the conversations around different styles.
Finding such rich insights, the scope of the project grew to include the identification of potential influencer partners. For this added objective, the goal was not to find the largest and most influential accounts, but to identify a variety of influencers with followings across a range of sizes. This objective was also achieved through iterative searching, building off of the foundational home décor search.
Results
Bellomy successfully identified winning styles (pro tip: Modern Farmhouse is still just as popular as ever!) and created a comprehensive style and content playbook that addressed granular considerations related to content, tone, emoji usage, and platform-specific strategies. The insights revealed not only what resonated but also how audiences preferred to engage with home lighting content. Additionally, Bellomy identified 10 nano, micro, and mid-tier influencers for brand partnerships, helping the client reduce advertising spend while maximizing engagement.
Our client ultimately launched the new lighting brand, and all products currently have review ratings of 4.5 stars or higher—thanks in part to the guidance provided by these social listening initiatives.
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