Discover the power of influencers for A Decadent Christmas

The influence of a Miller & Carter Christmas event

01 Challenge

Influencers continue to be a key component in Miller & Carter’s marketing plan, going from strength to strength each year. With this in mind, we were challenged to build on the buzz of the previous year’s Christmas influencer event, driving awareness of the brand’s uniquely indulgent festivities, all focused on ‘A Decadent Christmas’ experience.

02 Approach

Before immersing ourselves in the indulgence of this year’s event, we reviewed the previous year with the client, sharing successes, areas of improvement and ideas for a new location.

We confirmed several key objectives for the event:

  • Increase micro-influencer attendees to reach small, highly engaged audiences
  • Build awareness within a wide 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.

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 from Miller & Carter’s premium suppliers and a selection of festive starters.
When they weren’t sipping and sampling, guests were hosted by our ‘Steakography’ expert and taken through a masterclass on how to take the perfect #steak shot. They were also introduced to Miller & Carters’ Masters of Steak accreditation and discovered the intricacies around each of the brand’s favoured cuts of meat.

Guests then sat down to an unforgettable main dish, followed by desserts just as memorable, before leaving with a goody bag containing their exclusively personalised Miller & Carter Apron and premium gift card. It’s safe to say they’ll be back soon.

03 Outcome

From the invited guests – 10 micro influencers and 6 macro influencers – their decadent Christmas experience motivated 17 Instagram posts and over 115 Instagram story mentions. As a result of this buzz, this exclusive event reached a combined total audience of 813,209 and received over 150,000 Instagram story views, with a reach of well over 156,000 people and 14,746 engagements.

Beyond the numbers, we collaborated on an unforgettable event with Miller & Carter, helping spread the word of A Decadent Christmas. If you didn’t join them last year, we’d recommend spoiling yourself this year – we might even see you there.

Story Views: 150,000

Total Audience: 813,209

Post Reach: 156,000

Like what you see?

Need an unforgettable event to boost your next campaign? Wondering how influencers can help you reach new audiences? Then let us combine our passion for social media, influencer marketing and all things creative, to deliver a one of a kind, stand-out influencer event. Go on, give us a call...