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 an impactful digital experience for existing 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 its heart. Called ‘The ME People’, which would reside as a microsite, its 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 – not only to 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 prominent influencers including Charlie Blackford and April Morgan to deliver the brand message.
40M total impressions #TheMEPeople
Since its launch, the social content 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 interests 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 of 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, continuing 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’.