Client: ME by Meliá

ME London Fashion Week

Partnering with Instagram fashionistas Madelynn Furlong, Charlotte DeCarle and Polina Burashnikova to generate engagement during London Fashion Week

Key Information

Project Date: February 2017

Location: London, UK

20.8% engagement rate on ME London Instagram content during LFW, allowing ME London to connect with key audiences.

The Project

Bringing ME by Melia’s fashion credentials to the fore at a key brand moment.

Challenge

London Fashion Week represents a huge opportunity for culture and fashion-led luxury hotel brand ME by Melia. With influencers and fashionistas flooding the city, the brand hoped to lever the opportunity to further establish its London branch as the place to stay among those in-the-know – but ME would need to gain cut-through amongst all the other hotel chains in the city attempting to achieve the same results. eight&four were tasked with crafting a campaign which would spread awareness with key audiences, raising the brand’s profile and indelibly associating it with Fashion Week.

Objectives and Obstacles 

  • To bring ME by Melia front of mind during London Fashion Week, deepening the brand’s fashion credentials
  • To spread awareness of the brand amongst key audiences
  • To gain cut-through during the busy London Fashion Week period.

How We Helped 

We designed a sophisticated awareness generating campaign with influencers at its heart, selecting a number of on-brand style influencer for strategic partnerships. Madelynn Furlong, Charlotte DeCarle and Polina Burashnikova (combined Instagram followers of 602k) were chosen for their authority within fashion (primary) and music (secondary) spaces, generating awareness and engagement through sponsored posts and promotions. Content was published on ME London’s channels as well as each influencers’, raising awareness of the brand.

Additionally, we created a ME London branded Snapchat filter which was live for the duration of LFW, raising awareness and allowing social media users to engage with the ME brand directly. In combination with our influencer strategy and our leverage of a Press Lounge at ME’s Marconi Lounge, this enabled our campaign to gain a potential reach of 1,396,756 on Instagram during LFW, alongside a 20.8% increase in engagement on ME London’s Instagram. We also collected a bank of high-quality content which we continue to seed on the ME channels.

Our Partnership, Moving Forward

We’ve been ME by Melia’s social media agency for more than four years, and their creative agency for a year, so we continue to design regular campaigns for the brand, as well as ongoing management of their brand channels. Our most recent campaign, Into The Scene, is currently live – watch the campaign video here.

Influencer Strategy has helped increase our following and engagement, due to the spike in coverage we saw during London Fashion Week. This provided us with high quality content which we are continuing to seed on our channels.