Project Description
You know you’ve risen to the top when a Great British Bake-Off star heads to the festive fair!
Kim-Joy’s live yuletide cooking demo was one of many triumphs of the annual Country Living Christmas Fair. The campaign aimed to reach a younger audience, encourage advance ticket sales and more visitors across the four-day event.
With influencer outreach at the heart of this campaign, we worked with four Yorkshire bloggers to reach a younger audience. A selection of fair exhibitors supplied products to help us create festive hampers. Bloggers unboxed these on Instagram Stories for their thousands of followers to see. The partnerships also included blog posts, regular social media updates about the fair and attendance with social coverage on the event days.
A combined blogger audience reach of 27,975 was achieved through 16 blogger posts across Twitter, Facebook, Instagram and personal blogs. The blogger outreach which was key in targeting a Yorkshire audience of 25-35-year olds.
Handpicking four Yorkshire exhibitors, we immersed ourselves in their unique businesses and shared their stories with the regional media. We did this through creative photography and compelling content to highlight both the business and the festive event itself.
Highlights of the fair include a national mention on BBC Radio 2’s Steve Wright show with an audience reach of over £2m and an announcement post on Kim-Joy’s Instagram reaching an audience of 157,000.
Key results:
- 27 pieces of coverage across online, print and broadcast between November and December 2019
- Reached an audience of 17,480,871
- Noticeable increase in walk ins across the four-day event
- National coverage on BBC Radio 2 Steve Wright show
- Arranged press interviews in the regional press
Testimonials
“The team are fantastic to work with, immersing themselves in the personality of the Country Living brand and making this the heart of the campaign. Their enthusiasm and fresh ideas excelled at spreading the word locally, brought a new dynamic to the Fair and helped attract new customers and a younger demographic. We’re delighted with the results. Roll on 2019!”
