St. Regis is known for its rich Connoisseur program where we partner with like minded ambassadors and tastemakers representing a variety of verticals including fashion, sport and music. One of our Connoisseurs is Jason Wu, a renowned American fashion designer.
In February, Wu held his 10th Anniversary Fashion Show at The St. Regis New York, the site of his first fashion show. The show was followed by an ultra-exclusive Midnight Supper (a long-standing St. Regis ritual) with celebrity guests such as Emily Ratajowski and Diane Kruger.
St. Regis wanted to share this amazing opportunity with the world without diminishing the exclusivity or the cache of either the fashion show or dinner event. To accomplish this, we used an array of social platforms to provide lead-up, live, and post-event content that gave St. Regis consumers around the world a chance to be a part of this special event.
Our goals for this event were straightforward: to amplify the value of our relationship with St. Regis Connoisseur (Jason Wu) and bring to life the #LiveExquisite platform by allowing consumers around the globe to experience parts of the fashion show and Midnight Supper.
Traditionally, events such as this can only be experienced by a lucky few who are able to attend in person. As such, our objective was to maximize reach and engagement with content from the fashion show and Midnight Supper.
Extensive market research was conducted prior to fashion show. For this campaign, we knew that we had a small window of time in which to reach a group of luxury fashion enthusiasts with our message.
Planning was based on working with Wu's team to understand his style and to study his previous shows. We then blended that with our own voice and coordinated with Brand Marketing, PR, the hotel team, the event production team, and others to ensure smooth production and publishing of our content.
Our content plan was designed in three stages to reach the largest number of people and create multiple points of exposure over a three week period. This included pre-event teasers, coverage in real time of the even on Facebook, Twitter, and Instagram, a snap chat geo-filter for the event, as well as post-event recaps.
Content from both the fashion show and midnight supper was shared in such a way to allow people a peek into this world, without diminishing the cache and glamour.
The key message of this campaign was to reinforce the Live Exquisite messaging of St. Regis to target consumers. Additionally, we sought to amplify the value of our existing Connoisseur program.
Our commitment to exquisite details and the elevation of the finest experience in the world sets us apart in the marketplace, and social media allows us to ensure that this messaging resonates with consumers around the world.
Additionally, this campaign allowed us to provide exposure for one of our time-honored St. Regis Rituals, the Midnight Supper, which dates back to Caroline Astor and creates a connection to the past that no other hospitality brand can match.
The social amplification of the Jason Wu 10th Anniversary Fashion show and Midnight Supper was a great success. Our social media content reached over 635,000 consumers and generated 12.5k engagements.
Our organic content about this event performed 78% better than our average, showing the amount to which this messaging resonated with our target consumers. Furthermore, our promoted Instagram content sustained an 11% ad recall lift, which was a significant improvement over our goal of 8%.
Also during the weeks of this campaign, our Instagram follower growth was 32% higher than normal.
Given our goals of increased exposure of our Live Exquisite messaging and amplification of our Connoisseur program, these social media results are an unqualified success achieved on a very modest budget.