Using hairpin legs to elevate interiors underdog Rothley


Rothey hairpin legs are a cost effective and easy way to upcycle furniture for a unique look.


Rothley hairpin legs are the perfect solution to elevate a mainstream piece of furniture or give a new lease of life to an older piece.


Find out more about Rothley hairpin legs and ultimately purchase.

We worked with media and influencers to position interiors underdog Rothley as the top provider of on-trend hairpin legs, exclusively available at Ironmongery Direct. This was achieved by a targeted media approach using all available assets, as well as engaging influencers to create content showing the versatility of the product, design transformations, etc.

Content appeared primarily on influencer channels and was then shared on owned channels, as well as pitched to media. Insight DIY, DIY Week, Your Home and Real Homes featured the hairpin legs alongside comments by Rothley, while Livingetc and Ideal Home covered the tutorial content created in partnership with influencers.

Content creation and influencer marketing campaigns

311,165 OTS

across three influencers

2,299,014 OTS

across consumer and trade media


of media coverage in tier A for Rothley

Testimonial - Simon Cox - Sales & Marketing Director

“It was great to meet the Democracy team at the Rothley HQ, together with the sales and marketing team from Rothley. It became apparent quickly, to how both businesses are aligned in their thinking and also the understanding they had about the direction Rothley wishes to travel, together with the support and knowledge from Democracy. The insight and presentations were perfect to give the team an oversight of what has been happening and the hairpin leg segment, gave us a realisation of good effective marketing, with was focused on the right audiences , with the right message works. When we made the decision to work with Democracy it was, in my mind a small gamble to what the ROI would be, as this was new to us as a business, we hadn’t used an external company to push our brand and message before. This was very quickly turned into an obvious right decision as we gained instant traction and what made it more pertinent was the staff at Democracy are really nice to work with too. I even shot my first LinkedIn video, I was that infused”

Simon Cox - Sales & Marketing Director

Testimonial - Sophie Hill - Marketing Executive

“It was the first time that Rothley had ever invested in influencer marketing before and Democracy made it such a simple, yet effective process. We were given constant support, feedback and it genuinely felt like I had additional colleagues in house dedicated to this project. They overcame challenges, and liaised with our partners professionally and effectively. The imagery and PR we received from the campaigns was better than we could have ever expected and are still in circulation. We even had buyers come to us from high street names saying they had seen the posts and wanted to stock our hairpins, just because of the strength of the imagery. Overall the project created around a 400% uplift in our Instagram following!”

Sophie Hill - Marketing Executive