Client: ME by Meliá
The ME People
Working with Charlie Blackford and April Morgan to drive an always-on influencer program that delivers brand fame and award-winning content.
Project Date: 2015 - Ongoing
Location: UK and Europe
45 million impressions across Instagram and Twitter on #TheMEScene content, fully communicating the brand message: ‘ME. It’s all about you.’
In 2015 ME By Meliá was facing a content crisis. The brand had very little flexibility around building a web presence fitting of the ME By Meliá’s key message that it ‘is all about YOU’. eight&four was briefed to find a solution which would deliver on an impactful digital experience for guests and potential guests – something which would become a digital window into the brand.
Seeking culture vultures to be part of ‘The ME People’
eight&four developed a campaign concept with influencers at the heart called ‘The ME People’ which would reside as a microsite and the content would be driven by guests, partners of the brand and influencers via social channels. The influencers chosen had interests aligned with the brand’s passion points across fashion, music, art and travel, ensuring we reached our key markets and target consumers.
Bringing content to ‘The ME People’
eight&four built an influencer network made up of fashion and music bloggers, vloggers and instagrammers who work with us to not only document their stays at the hotel (through content on their own channels) but also to create unique content for the brand. Since launch, we have worked with Charlie Blackford and April Morgan amongst other prominent influencers to deliver the brand message.
40M total impressions #TheMEPeople
Since its launch, the content on social has had a strong impact in raising the profile of ME by Melia and the ME People reinforcing the message that we are a brand centred around the interest of the individual. It’s garnered 13 million total Twitter impressions and 1.1 million Instagram engagements on #TheMEPeople.
In addition, social has been a strong contributor to traffic to The ME People website, creating a 90.03% increase in new web sessions and successfully ensuring consumers are fully immersed in the brand and continue their journey beyond our social presence.
Content collection was such a success that two months after the launch, #TheMEPeople was nominated for a Social Buzz Award for ‘Best Blog’.