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.


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


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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Katie Mellers-Hill – account manager