--- title: "Influencer Marketing for Home & Living | Ad Specialist" description: "Emma: 1,059 orders, €291,414 net revenue, 7.7x ROAS in the top placement. Creators as a new-customer channel for home & living online shops." canonical: https://www.adspecialist.de/en/branchen/home-living/ --- # Influencer Marketing for Home & Living | Ad Specialist > Emma: 1,059 orders, €291,414 net revenue, 7.7x ROAS in the top placement. Creators as a new-customer channel for home & living online shops. Kanonische URL: https://www.adspecialist.de/en/branchen/home-living/ ## Influencer marketing for home & living Trust for big baskets Nobody buys a mattress after a short clip. For Emma we built YouTube and podcasts into profitable growth channels. In the top placement: 1,059 orders, €291,414 net revenue, 7.7x ROAS. ## Home & living with creators In real numbers From the top placement for Emma, one of Germany's best-known D2C cases. Measured in orders, revenue and ROAS. - Orders - Net revenue - ROAS ## Big basket Long decision Nobody buys mattresses, furniture or interiors on impulse. Short clips bring reach but no trust. At Emma, Instagram was so saturated that there was hardly any growth left. ## What works for home & living Three learnings from the Emma case From building YouTube and podcasts for Emma. What works with a big basket and a long customer journey. - **YouTube with big creators and creative formats**: For Emma we started on YouTube, with big placements, big creators and creative formats like a re-enacted Princess and the Pea. A YouTube integration explains a high-basket product in a way a short clip cannot. YouTube became a particularly profitable new-customer channel for Emma. - **Podcasts that shorten the customer journey**: In parallel we built podcasts. Crime performed particularly well, alongside knowledge, history, self-care and women empowerment. Podcast hosts bring the trust that shortens the decision on a big basket. And podcasts work beyond their own channel on the whole marketing mix. - **Transfer a system instead of starting over**: For Emma we took over the learnings from HelloFresh: podcast, Twitch, YouTube. Twitch was dropped because Emma's audience was not there. With the same learnings Emma then moved into English-speaking markets, above all the UK and Australia. ## Explaining a mattress In a YouTube integration A clip from the Emma collaboration on YouTube: enough time to explain a high-basket product. ## Don't ask us Ask our clients ## Our *case studies* Real results from our campaigns, home & living first. ## What could creators do for your home brand? ## Our influencer scaling system Three connected drivers of growth Influencer marketing strengthens the middle of the funnel. Partnership Ads drive the lower funnel. TikTok Shop adds revenue and awareness. - **Influencer marketing**: Bring your influencer and affiliate programmes together. We replace fragmented workflows with real creator relationships and clear business impact. Booking decisions draw on conversion data from over 20,000 campaigns. In IDA, every code and order shows you who drives sales and who only drives views. - **Meta Ads Suite**: Fight creative fatigue on Meta with fresh creator content, amplified through Partnership Ads. We test hooks and move budget towards the assets with the best CAC. Usage rights are agreed when booking, so a winning video does not have to stop after 30 days. - **TikTok Shop**: Turn TikTok Shop complexity into growth. We manage affiliate operations so manual work does not become the bottleneck. Creators with a sales record receive samples; winning videos get Spark Ads support. After a 90-day test, revenue and contribution margin tell you whether the channel earns its place. ## Also a fit for you The channels behind the Emma case: YouTube to explain, Instagram for presence. - YouTube influencer marketing - Instagram Influencer Marketing ## Your questions about home & living Answered honestly - **Which channels work with a big basket?**: For Emma it was YouTube and podcasts. Both give enough time to explain a product and build trust. Short formats bring reach but rarely shorten the customer journey on a long buying decision. - **Which creators fit home & living?**: For Emma it was big YouTube creators with creative formats and podcasts in crime, knowledge, history, self-care and women empowerment. What matters is a format that leaves enough time for a product that needs explaining. - **Does Twitch work for home & living too?**: Not automatically. For Emma we deliberately left out Twitch because the audience was not there. The data from the potential analysis decides which channel fits. - **How long until a channel carries?**: YouTube needs up to three months until a video has its full long tail. That is why we judge channels not on the first days but on the period in which they sell. - **From what budget does it pay off?**: Typically online shops from around €1m annual revenue that plan €5,000 to €10,000 a month for creators, YouTube from €10,000. We calculate the exact frame from your goals in the potential analysis. ## More *industries* What creators delivered in other industries, with real cases. - **Food brands**: New customers instead of repeat buyers: 1,445 orders at a €5 CAC in HelloFresh's top placement, 84% new customers via YouTube for Oatsome. - **Personal care**: New customers on a small basket: 3,877 new customers for Duschbrocken, cost per new customer down from €38 to €25. - **Hobby & toys**: Communities not reach: €156,000 revenue from one placement for BlueBrixx, 4,302 orders from one placement for MagicHolz. ## No time for a call? Tell us a little about your business Tell us what you sell, where you are today and what you want to achieve with creators. We will review your store and email you an initial assessment.