Influencer marketing for home and appliance brands
An appliance sells when it is shown in a real kitchen, used by someone people trust. Roundabout selects home, kitchen, design and lifestyle creators on verified insight data, builds the quote on real benchmarks by tier and market, and runs the campaign: product shipping, brief, content approval, licences and a content-by-content report.
Updated on
Brands we work with
Three things that change in this industry
The product has to arrive, and it is expensive.
A coffee machine or a kitchen robot does not ship like a lipstick. Logistics, delivery times and what happens to the product after the campaign are agreed before the brief, not after.
Content has to show use, not the product.
Recipes, morning routines and before-and-after work. Format matters as much as the creator: demonstration Reels and TikToks, Stories with a link, content you can reuse in advertising.
Seasonality is concentrated.
Launches, holidays and promotional periods move budgets and creator availability. A year-end campaign is booked weeks ahead.
In the home segment, creators under 40k followers engage about 2.5 times more than those above 100k.
| Follower tier | Median Instagram ER | Profiles |
|---|---|---|
| 10–40k | 3.60% | 158 |
| 40–100k | 2.00% | 241 |
| 100–300k | 1.45% | 220 |
| 300k–1M | 1.46% | 95 |
Source: Roundabout creator database, Italian creators in home niches, profiles scraped 12 August – 7 October 2026. ER = average likes + comments on the last 12 non-pinned posts / followers; measured likes only. Tiers under 20 profiles excluded.
Niches involved
Interior design · home renovation · DIY · design · home organization · gardening and plants · cleaning and home care. For kitchen appliance launches, cooking and recipe niches join in.
Two campaigns in this industry
+182%Against the KPIs set at brief
De'Longhi · La Specialista Touch
Germany
- Impressions
- 1.19M
- Engagement rate
- 4.5%
- CPM
- €25
30 design and lifestyle micro creators, 141 pieces of content across Reels, Stories and TikTok, November 2024–January 2025. Content licensed for 12 months organic and 1 month advertising; €14,143 saved versus a traditional influencer promotion.
+188%Against target
De'Longhi · Rivelia
United Kingdom and Spain
- Creators
- 9
- Pieces of content
- 44
- Impressions
- 854K
€8,035 saved versus a traditional influencer promotion.
Also worked with us in this industry: Kenwood.
The method is the same in every industry.
What changes is who tells the story: at home, it is the people who cook, furnish and live with the product every day.
Frequently asked questions
How do you choose creators for an appliance launch?
On verified insight data, not public follower counts: audience location, engagement on recent posts, growth and past collaborations with brands in the category. You see the rationale for every creator and approve the shortlist before anything is signed.
Who handles product shipping?
We organise it with the creators, on the campaign timeline. What happens to the product afterwards is agreed in the brief.
Can we use the content in our ads?
Yes. A 12-month organic licence is included; advertising rights are added per content, with a flexible start date, and priced in the quote.
What does a campaign in the home category cost?
It depends on creator tier, market and usage rights. The quote you build on the platform is itemised and final.