International luxury jeweller retailer, Mappin & Webb, was launching a new One Carat Diamond Collection in the run-up to Christmas. Prohibition was briefed to run an influencer marketing campaign that would attract a younger audience than its traditional customer – due to its lower product selling point.
The influencer had to be on-brand and connect with a relevant audience whilst offering strong ROI on the campaign.
Create:
Prohibition carried out a detailed influencer audit, exploring and identifying a selection of potential influencer partnerships that would meet M&W objectives and allow us to reach a younger, luxury audience.
Engage:
Lydia Millen was chosen as the best fit with the brand and we created a Christmas campaign based on video content and photography to inspire and engage.
We also worked with Lydia on creative content for her own social media channels and invited her as guest of honour to the campaign launch at Mappin & Webb’s Regent Street store.
Convert:
- More than 1M total video views and 1.8 million total reach with video and campaign photography
- 32% increase in branded search
- £6.57 topline ROI
- Shift in social audience to younger age
