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

One of the key aspects of The ME By Meliá brand is a passion for the cultural, and an interest in fashion. With London Fashion Week taking place on ME London’s doorstep, eight&four were asked to craft a campaign that would spread awareness with key audiences and provide cut through for the ME Brand during London Fashion Week.

Seek

Seeking London’s fashionistas

In order to connect with fashion-forward attendees of LFW and all those following the events of the week on social channels, we partnered with an array of style influencers including Madelynn Furlong to provide coverage of Fashion Week. Content collected was published on both ME London and the influencer’s personal channels.

Speak

Putting ME London at the heart of LFW

eight&four conducted an intensive influencer outreach program in which we partnered with Instagram fashionistas Madelynn Furlong, Charlotte DeCarle and Polina Burashnikova to generate awareness and engagement for ME London during Fashion Week. Additionally, we maximised the opportunity of the Press Lounge in Marconi, gaining imagery for The ME People, with a lifestyle focus. We also created a ME London branded Snapchat Filter to be live for the duration of the weekend, to increase awareness of the hotel and brand.

Seed

1,396,756 Potential Reach on Instagram during LFW

Influencer activity combined with a sophisticated creative approach and branded snapchat filters had a strong impact in raising the profile of ME London to the key fashion audience the brand were looking to connect with. During LFW we saw a 20.8% increase in engagement rate on the ME London Instagram, with posts on the channel gaining a potential reach of 1,396,756.

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.