Pulling off the perfect Miller & Carter Christmas influencer event

We’re reflecting on an amazing, integrated influencer event with our digital partners over at Miller & Carter. Settle in for an evening of indulgence and steak with our latest case study.


Pulling off the perfect Miller & Carter Christmas influencer event

The challenge

Miller & Carter asked us to create a social media campaign to drive awareness of their Christmas offering and exquisite ‘Christmas with added luxury’ position on the holidays.

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The approach

Before we even started, we assessed the brand objectives, pitched ideas, created branding mood-boards – the works. Once the foundations for this unique campaign had been built, we drew on the success we’ve had with lifestyle influencers – both micro and macro – and invited them to an exclusive Miller & Carter evening of festivities, with added luxury.

As a team, collaborating with M&C and Freixenet, we stepped outside digital and hosted this event at the beautiful, church-converted restaurant in Muswell Hill, showcasing their festive food, drinks, expertise, and their overall one-of-a-kind Christmas experience.

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The pre-event luxuries

Those influencers who were lucky enough to be invited were sent elegantly-branded invites, a ‘Christmas with added luxury’ menu and agenda, name cards, and were greeted by a branded roller banner and welcome sign. All in the name of indulgence.

The event

Guests were welcomed with a sparkling glass of Freixenet Prosecco, followed by a selection of festive menu starters, a delicious main, and range of delightful seasonal desserts. As an extra luxury, M&C’s steak expertise was shown off by their Master Butcher and Freixenet shared a brief history of their breath-taking bubbles.

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The post-event luxuries

To end the evening with one last added luxury, influencers were gifted a Miller & Carter gift card, two bottles of Freixenet Prosecco, a Freixenet-branded compact mirror, a bottle opener, and Hotel Chocolat chocolates.

Christmas with added luxury, the summary

The influencers’ feedback

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The outcome

Our exclusive influencer event hosted 5 micro influencers and 6 macro influencers, who between them created 2 vlogs, 1 blog, 28 Instagram posts and 108 Instagram story mentions. Breaking it down to the big numbers, our event created:

Combined total audience:              1,068,413

Instagram post reach:                  200,000

Instagram post engagements:   30,000

Instagram story views:               80,000

That’s how we marketed Miller & Carter’s festive season – Christmas, with added luxury.

Looking to shine the spotlight on something of your own?

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staffhero-KatieMellers-Hill

Katie Mellers-Hill – account manager