Light summer outfits. The new Linen collection. Five influencers.
Marks and Spencer is a major British multinational retailer with headquarters in Paddington, London that specialises in selling clothing, beauty, home products and food products.
Five influencers, 23 pieces of outdoor content.
Challenge
Increase visibility for the latest Linen collection for him and her from Marks & Spencer, using online tactics.
Solution
Get ready for summer with a fresh wardrobe of light and breathable clothing perfect for warm days. The collection is in a neutral color palette of light brown, cool white and blue, gently crafted to wick away moisture from the fabric for added comfort. Smaller influencers provide higher engagement rates and an increased trust when compared to their larger counterparts, This makes them ideal not just for quick activations, but also awareness and content generation focused campaigns. Filtering influencers within the Flaminjoy platform allows you find the right ones for your objectives. Start by choosing a Niche and a Follower Size. Because we needed influencers to come to a specific store, we also used the Location filter, to ensure they were in the city for the campaign. The next stage was looking at content already generated by influencers.
Results
The content posted by micro-influencers generated an impressive number of Impressions (30K), as well as over 1.6K Engagements (Likes+Comments) from only 23 content pieces. We knew that content will perform well when we started looking at the comments. These are a representation of the person’s state of mind, as they react to UGC, with reactions like: “These pants have lovely details”, “What a great combination of materials and colors!”, and “I should go and see this new collection!”. Even with a physical presence needed, activating influencers is effective and lightining-fast using Flaminjoy.
