Earlier this year, design furniture manufacturer Fritz Hansen relaunched the Drop chair, originally designed by furniture designer Arne Jacobsen in 1958 for the Royal Hotel in Copenhagen. The chair has never previously been into commercial production, and it proved to be a challenge for Fritz Hansen to break with the prejudice that all furniture from the company is expensive, and instead tell the market that the Drop chair actually is sold at a price that many consumers can afford to pay, writes newspaper Børsen.
With the help of a PR agency, Fritz Hansen, therefore, allied with a number of design bloggers who all were allowed to borrow a set of Drop chairs for a period. The idea was to ask the bloggers to use the chair as they liked, and share some good pictures online with their followers.
The bloggers have subsequently accounted for around 500,000 page views with Drop chair content, and at least 75,000 Facebook users have liked postings showing the Drop. The campaign has had the effect that sales of the Drop Chair so far are 50 percent above budget.
Read more at www.fritzhansen.dk