Project
Fueling Engagement with Influencer Marketing
Sepideh Masihpour
Content Marketing Executive
30/10/2025
Homefire’s autumn influencer campaign brought the warmth of its premium firewood into homes across the UK, reaching over 24,000 people and sparking more than 9,000 engagements through authentic, story-led content.
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As the colder months approached, Homefire, one of the UK’s leading names in firewood and home heating products, sought to turn the seasonal shift into an opportunity for connection. The goal was to increase awareness and engagement among homeowners and wood burner enthusiasts by highlighting the quality, warmth, and ease of Homefire’s premium firewood and firelighting range. .
- Raise awareness of Homefire’s premium kiln-dried logs, heat logs, kindling, and natural firelighters.
- Educate audiences on safe and efficient indoor burning practices.
- Inspire homeowners to create warm, inviting seasonal moments with Homefire products
To reach engaged and relevant audiences, Homefire partnered with 40 lifestyle and home-focused influencers with follower counts ranging from 10,000 to 175,000. Each influencer received a curated ‘Cosy Season Bundle’ featuring Homefire’s top firelighting essentials.
The content strategy focused on three main themes:
- Ease and effectiveness of fire-starting using Homefire products.
- Clean flames and long-lasting heat for maximum comfort and efficiency.
- Creating an inviting autumnal atmosphere at home.
Influencers were encouraged to use voiceovers or natural narration to guide viewers through the process of lighting and enjoying a fire, helping to make the content more relatable and instructive.
The campaign ran primarily across Instagram Reels and Stories, strategically timed for early autumn when interest in indoor fires peaks.
Key content formats included:
- Voice-over Reels: Demonstrating how to light and maintain an indoor fire, proving to be the highest-performing content type.
- Stories: Highlighting product benefits and directing viewers to shop via links.
- Lifestyle Imagery: Capturing the warmth and atmosphere of cosy home moments.
Influencers were encouraged to maintain a relaxed and conversational tone, using suggested soundbites or their own words to ensure authenticity and resonance with their audiences.
The campaign truly struck a chord with audiences, reaching more than 24,000 users across Instagram and sparking over 9,000 engagements through likes, comments and shares. Voice-over Reels, where influencers guided viewers through lighting a fire and enjoying the cosy atmosphere, proved to be the standout format. These clips showed that people connect most with practical, authentic content that feels both useful and inspiring.
In total, 40 curated bundles were sent to influencers, each worth around £100, helping to create a genuine, hands-on experience with the products. The campaign generated an estimated media value of over £24,000 and achieved a return on ad spend of approximately 6.1. With an engagement rate of 5.83 per cent, the results reflected not only strong interaction but also real enthusiasm for the Homefire brand and its seasonal appeal.
Key Takeaways
- Educational storytelling drives engagement. Content that informs while entertaining leads to higher levels of viewer interaction.
- Authenticity builds trust. Influencers who shared genuine experiences using Homefire products helped establish credibility and brand affinity.
Timing enhances impact. Launching during early autumn, when homeowners are naturally drawn to indoor fires, maximises campaign relevance and response.
Conclusion
The Homefire influencer campaign demonstrated the power of authentic storytelling and seasonal relevance. By partnering with trusted voices in the home and lifestyle space, Homefire successfully inspired homeowners to embrace the warmth and comfort of its products.
This campaign did more than increase engagement; it positioned Homefire as an integral part of the autumn home experience, turning a simple firelighting ritual into a moment of seasonal connection.
