The power of influencers for a Miller and Carter Christmas event

SocialStrategy

We were challenged to build on the buzz of the previous year’s Miller & Carter Christmas influencer event.

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Project achievements

Total campaign audience813,209

Story views150,000

Brief

Influencers continue to be a key component in Miller & Carter’s marketing plan, strengthening year on year. With this in mind, we needed to drive awareness of the brand’s uniquely indulgent festivities, all focused on ‘A Decadent Christmas’ experience.

Approach

After reviewing previous years to identify successes and areas for improvement, we focused oml key objectives for the event:

Increase micro-influencer attendees to reach small, highly engaged audiences
Build awareness within a mix of influencer categories
Increase the number of people enjoying A Decadent Christmas
Begin preparations for our key campaign of the year: Make #Steak the most Instagrammed food of 2020.

Solution

We made the most of last year’s event case study and video to entice a high calibre of attendee to this showcase event, and then we helped truly spoil them. On arrival, guests were treated to decadent welcome drinks before meeting our ‘Steakography’ expert and learning how to take the perfect #steak shot. Guests then sat down to an unforgettable meal, before leaving with a personalised Miller & Carter Apron and premium gift card.