How Ruggable Scaled Their Influencer Marketing Strategy to Build a Household Brand

Welcome to the all new series: Learn from the Best where we unpack influencer marketing strategies implemented by some of the most loved consumer brands.

We're starting with Ruggable, a player in a highly commoditized and undifferentiated industries, they've created a mark for themselves and built a brand by partnering with influencers and creators of different sizes to highlight their unique features and designs. Let's get into it.

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Ruggable, the washable rug company that took over our Instagram feeds, didn’t just stumble into influencer marketing success—they executed a thoughtful, data-driven strategy to scale their brand's influence. If you’re a consumer brand looking to grow, there’s a lot you can learn from Ruggable's playbook. Let’s dive into three key tactics that helped them scale their influencer marketing efforts and grow into the recognizable brand they are today.

1. Leveraging Diverse Influencer Partnerships to Educate and Inspire

Ruggable recognized the importance of showcasing their products in a wide range of environments to help potential customers envision how the rugs could fit into their own homes. They worked with a diverse group of influencers who featured Ruggable rugs in a variety of spaces—whether it was a small apartment kitchen or a spacious living room. This diversity allowed Ruggable to educate their audience on unique ways to use their rugs, like placing a runner in the kitchen, and highlighted the versatility and practicality of their washable design.

By partnering with influencers with different styles and home aesthetics, Ruggable made sure their products appealed to a broader audience, providing inspiration and practical examples of how to use their rugs in real-life settings. This strategy not only increased visibility but also helped create an authentic connection with consumers, who could see themselves using the product in their own homes.

2. Engaging Creators to Showcase Everyday Use Cases

Ruggable took a collaborative approach with influencers, often allowing them to lead creative direction in their partnerships. The key was to make the content feel natural and authentic—showing the products integrated into influencers' everyday lives. Influencers demonstrated not just the beauty of the rugs but also their functionality, like being washable, which is especially valuable for pet owners and families with young children.

This focus on authenticity extended to helping customers understand how Ruggable's two-piece rug system could adapt to changing needs—such as evolving styles in a child’s room from nursery to tween. The creators played a significant role in demonstrating how the rugs could "grow" with a household, whether through design changes or by fitting different purposes and spaces. This type of relatable content has proven effective for creating a deeper connection with audiences.

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3. Building a Marketing Flywheel by Feeding Paid and Organic Content

Ruggable’s approach to influencer marketing was not just about individual partnerships; it was also about creating a content ecosystem. They relied heavily on influencer-generated content to feed their organic social channels as well as their paid advertising. This approach created a cohesive marketing flywheel where influencer content, organic posts, and paid promotions worked together seamlessly to amplify the brand’s message.

The key to making this flywheel effective was using influencers to generate varied content—from styling tips to practical demonstrations—that could be repurposed across different channels. This strategy helped keep their content fresh, engaging, and relevant across multiple platforms. By tapping into influencers' creativity, Ruggable managed to maintain a steady stream of high-quality content that resonated with potential customers.

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Wrapping It Up: Lessons for Brands

Ruggable's influencer marketing success comes down to a mix of diverse representation, authenticity, and data-driven decisions. They prioritized relationships that felt natural, respected the content creation process of influencers, and focused on using content in multiple ways to maximize its impact.

If you’re a consumer brand looking to build a scalable, effective influencer marketing strategy, it’s essential to have the right tools in place.

Want to learn how SEVA can help you scale your influencer marketing? Set up time with our team today to see how we can help you automate, optimize, and grow.

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