Light that means business.
Campaign Overview
Client: Feit Electric
Industry: Smart Lighting & Home Improvement
Campaign Focus: Brand Awareness + Traffic Generation
Platforms: Instagram (Stories, In-Feed), Pinterest, Paid Social
Content Type: DIY + Home Makeover + UGC
Feit Electric partnered with The Shelf to inspire people—stuck at home mid-COVID—to upgrade their spaces with stylish, functional lighting. The goal? Generate awareness, drive traffic to product landing pages, and spotlight how good lighting changes everything.
Creative Concept
This campaign tapped into the universal itch to upgrade our surroundings—especially during lockdown, when home improvement was booming.
Feit’s story was about more than lighting. It was about mood, convenience, and transformation. We leaned into creators who could show real-life glow-ups—from kitchen under-cabinet lighting to backyard mood shifts—giving followers inspiration they could act on immediately.
The transformation-first angle made the content highly visual, shareable, and useful, helping Feit stand out in a crowded category.
Goals & Target Audience
This campaign was designed to do more than sell light bulbs—it was built to spark inspiration and drive discovery. With people spending more time at home, Feit wanted to position lighting as a quick, affordable way to upgrade any space and boost quality of life.
Goals
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Drive traffic to product-specific landing pages
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Spark product discovery via home improvement influencers
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Build a UGC library of real-life lighting transformations
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Track “Where to Buy” (WTB) conversions via PriceSpider
Target Audience
DIYers, renters, and homeowners looking for affordable, energy-efficient lighting upgrades
Strategy & Creator Activation
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To bring this idea to life, we teamed up with creators who could show the emotional and aesthetic impact of great lighting. From smart features to ambient glow-ups, the strategy focused on getting products in the hands of creators who could tell authentic, visually compelling stories.
Influencer Activation
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10 lifestyle + DIY influencers
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Each chose Feit’s Color Selectable, Smart, or One Sync products
Content Strategy
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Before & after home transformations
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Installation tutorials + smart feature demos
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Product-focused IG Stories with swipe-up CTAs
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Post Types
Stories + IGTV, Reels
In-Feed
Pins
YouTube
Videos
Allowlisting - Paid Social
UGC/IGC
Performance Results & Key Metrics
For an influencer campaign where the goal is to drive traffic 🚗 , Instagram Stories are a super-effective tactic that allow brands to connect with consumers before getting them to swipe up and go to a landing page to take action. Since that was a goal for this campaign, we were pleased to see how well Instagram Stories performed! Link Clicks + Sticker Taps were very high, with 4,568 and 839 respectively. These numbers were achieved with just 10 influencers.
We noticed an interesting development, too: different types of lighting products 💡 performed differently on different platforms. I know, right? In-feed posts that focused on bulbs outperformed under-cabinet lighting. On the flip side, under-cabinet lighting KILLED in Stories where they could be demonstrated and explained. Knowing this contributed to a lot of our link clicks to the influencers’ Feit landing pages. We also saw a connection with each top performer’s persona in relation to their products.
From the 1,731 site visitors, we were able to track via PriceSpider that 432 clicked on the “Where to Buy” (WTB) button, which is a 25% conversion rate (!!!) 💰 of driving users to not only interact with the Feit Electric website, but also to take action on retailers’ websites.
We drove more than 47,000 people to the Feit Electric website, and our cost-per-landing page view was only ~$1.60. We achieved a 2.49% click-through-rate on our paid social (brand and whitelisting) ads compared to the 0.70% average in the Home Improvement industry. 🛠
📊 Performance Overview
🔗 Link Clicks + Sticker Taps
- 4,568 link clicks from IG Stories
- 839 sticker taps — high engagement with Feit’s product pages
🌐 Website Traffic & Paid Performance
- 47,000+ visitors to Feit Electric’s site
- $1.60 CPLPV (Cost per Landing Page View)
- 2.49% CTR from paid ads — beating the 0.70% home improvement industry benchmark
🛍️ On-Site Engagement
- 1,731 site visitors tracked via PriceSpider
- 432 clicked “Where to Buy” — a 25% conversion rate from visitor to intent
📱 Platform Insights
- Instagram Stories outperformed for under-cabinet lighting — quick demos and before/afters made Stories the ideal format for showcasing functionality.
- In-feed posts performed better for smart bulbs — longer-form storytelling, app walkthroughs, and mood-setting visuals resonated in carousel posts and Reels.
- Creator-product fit drove platform performance — when creators used products that matched their content style, we saw stronger engagement and more meaningful traffic.
- Format alignment = performance lift — demo-friendly products belonged in Stories, while design-focused products thrived in feed posts.
Top Performing Creators
A Little Light Makes A Big Difference
These home decor influencers know how to show their audiences what lighting can do to your home – which isn’t always easy to show on social media! They not only installed lighting, but they also revamped entire spaces with Feit products to share how they can inspire people to better their nests.
Kate Pearce of @katepearcevintage
“2020 has been the year that I’ve tried to focus on small changes that can have a big impact.” This quote from Kate’s caption really summed up how Feit’s products can work for your home. She swapped out 25 bulbs in her decadent vintage chandelier that allowed her to save energy and choose between five different lighting settings – a true game-changer for her dining room mood.
Ashlee K of @thesassybarn
Ashlee is a DIYer known for her can-do attitude. She was looking for an easy and cost-effective way to update her kitchen pendant lights, and the smart bulbs were the perfect solution! She was wowed by the easy installation (no hardwiring) and highlighted all of the cool smart features to her audience in her stories. She also showed them how convenient it was to control everything directly from the Feit app. Ashlee received the most comments on her in-feed Instagram with a total of 1,365 comments and received the most Story sticker taps at 253.
Cori + Sam of @staybycorisamuel
Cori and Sam did a porch reveal where they revamped their outdoor space, showing a before + after as well as a time-lapse of the Feit LED string light install and transformation. They showed off the string lights’ everyday use, as well as the fun and festive color-changing options for the holidays. They also highlighted both of the product’s smart features, demonstrating how you can control them from anywhere, turn them on/off, and schedule a timer from the Feit app. Their in-feed porch reveal performed extremely well, with an engagement rate of 64% over their typical rate. AND, they had the most in-feed likes with 10,241 likes!
Chayce + Hannah of @blankslatereno
This duo made an adorable TikTok that showed what plugging in all the Christmas lights was like without Feit’s smart products, versus the amazing ease of turning them on with them – which grabbed 34,700 views! We loved the additional posts of their modern home’s outdoor and indoor holiday lighting, and the cute couple vibe that they brought into their content.
Savannah of @savannahkaydesigns
Savannah has been remodeling her kitchen for quite some time, but has put off lighting just because it felt so daunting. However, when she discovered how easy it is to install Feit’s products, she told her audiences all about it and showed off her new under and over cabinet lighting.
Angela Lanter of @angelalanter
Angela transformed her porch into a winter wonderland, sharing the whole install process on her Instagram as well as on YouTube, with a combined audience of almost 550,000 followers. As an already loyal consumer, Angela was happy to share her love for Feit Electric products in a very organic way. She showcased the easy installation as she hung the string lights on her porch and shared the convenient smart features via the Feit app.
The Campaign Wrap-Up
Final Thoughts
This campaign did exactly what it was supposed to do: generate performance results and give the brand a steady stream of content worth repurposing.
We paired the right creators with the right content formats, and the outcome was measurable. High engagement. Strong click-throughs. Smart bulbs flying off the digital shelf.
When the content fits, it performs. Simple as that.
🧠 Key Takeaways
- Stories convert: Short-form vertical content drove the bulk of site traffic
- Product fit matters: Matching creators with the right product boosts authenticity and performance
- Performance + UGC = gold: The campaign generated lasting visual assets and real bottom-funnel movement
Bold ideas. Cultural relevance. Data-first strategies.
At The Shelf, we create the blueprint that drives results for brands and inspires the industry. Ready to see what we can do for your brand?Let’s talk.
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