In January 2018, Norn hired me to created their influencer strategy. The company was set to launch in April 2018, so they wanted to have a solid database of influencer relationships to set the company up for success. In addition to an overview of my work, I've also included an example partnership with fashion influencer Storm Westphal.
@sheilalam at Norn Barcelona, @kierracourt at Norn London
@sheilalam at Norn Berlin
@cheyennetulsa at Norn Berlin
INTERNAL AFFILIATE PROGRAM
In an effort to create conversions through influencers, I proposed that we do an A/B test in which one option would be to offer influencers a week's free stay for each referral that purchases a month and the other would be to offer a commission on each referral. I suggested the possible long-term goal of becoming a RewardStyle brand, inspired by Starwood, which uses LiketoKnow.it to book stays through influencers.
@redgaskell, @jasonzerbin at Norn Berlin
@laurenluxenberg at Norn Barcelona
@oteghauwagba at Norn Barcelona
COLLABORATIONS
The best way to work with influencers, however, would be to collaborate in hosting events together. During my time at Norn, I started relationships with over 80 influencers and hosted events with 15 thus far. Some events included a poetry reading, photography and art exhibitions, dinner parties, and of course, Norn's infamous salon discussions.
@salmaelwardany at Norn SF
@fabianhart at Norn Berlin
@localwanderer, @elainery at Norn Barcelona
"Heimat" by Sere Rivers; inspiration for the event
STORM WESTPHAL
The following is an example of an influencer dinner hosted at Norn Berlin with fashion blogger Storm Westphal on the topic of Heimat, or home. Storm's mom cooked for the event, and Diptyque sponsored goody bags for the guests to take home. It was a night of intimacy and vulnerability, exploring questions such as "How has Heimat shaped who you are?" and "Are you creating a home today?"
@stormwes
@annika_rogge
PRESS
- Curbed - New coliving startup renovates historic homes for millennial nomads
- Dezeen - Norn launches co-living brand with residences in London, Barcelona, Berlin and San Francisco
- Financial Times - Norn, the millennial members’ club
- Il Sole 24 Ore - Norn, la casa-hotel dei nomadi digitali
- The Economist - The salon reinvented
- The Spaces - Norn rethinks co-living for a new generation of nomads
- The Times UK - Don’t rent . . . join the hipster hangout club
- The Week UK - Norn: the offline social network reviving the art of conversation
@norn.co, @lingluke
@annika_rogge via @norn.co
@lingluke at Norn Barcelona