In partnership with Zazzle Media, the British brand were keen to build relationships with new and existing consumers; connecting the dots between the ‘everyday girl’ and the adored luxury items.
Deemed as one of the ultimate UK brands, hand selecting our influencers from a crowd of willing fashionistas was certainly not the hard part! We set out to help the brand to build brand awareness among their social media obsessed target audience and increase organic coverage for the brand across a number of product pages.
Our mission was simple; to increase organic coverage for two key Mulberry product pages. How did we approach it? That’s where years and years of relationship building and an understanding of exactly the type of content our influencers like to create came in handy!
We picked five established influencers with a combined social network following of 1.4 million people. Our campaign brief was clear; use the handbag in your day to day life, document it via your social channels and most of all, enjoy it!
As part of the campaign, we invited our influencers to join us at the London Fashion Week ‘FROW’ celebrations with their new Mulberry bags in tow (their new Mulberry bag also acted as a convenient envelope for their LFW invitation itself!).
Influencers were given a loose brief on content creation and delivery, with the aim of delivering a natural mix of content to masses of avid Instagram, Twitter and YouTube users.
Our carefully selected influencers posted over 25 pieces of content across the entirety of the campaign, spanning across Instagram, Twitter, YouTube and hosted blogs too! The content included capsule wardrobe vlogging, on-location shoots, Instagram story snapshots and lifestyle blogger articles with some images earning over 24,000 likes!
Collectively, the social engagement of this content built over 92,000 likes and 297,500 views on YouTube, building huge organic results for Mulberry. Key pages of the Mulberry site including the Bayswater page saw large spikes in referral traffic sessions in both February and March as key articles went live.
The relationships built between Mulberry and the influencers meant that the bloggers have felt comfortable in regularly featuring their bags in posts since the campaign ended. This has continued to demonstrate their brand affinity to Mulberry to their subscribers.