Few events garner attention like the Met Gala. The star-studded affair is one of the rare moments each year that unites popular culture — whatever we might call a “water cooler moment” in the post-pandemic era. From legacy media to social media, cable news to TikTok, all eyes are on the red carpet as the stars arrive.
As a storied brand built on gilded-age glamour with deep roots in New York, St. Regis saw it as a natural fit to become a part of the Met Gala conversation for 2023. Working with Condé Nast and Vogue, the brand created its own version of Vogue’s Get Ready With Me (GRWM) in the lead-up to the Gala.
GRWM videos are one of Vogue’s most successful content franchises, featuring interviews with celebrities in the lead up to banner fashion events. For the St. Regis GRWM, the brand chose Christine Baranski to star, matching her urbane wit and sense of style with the exceptional glamour of St. Regis.
Through the GRWM experience, our goals were to:
After a 5-year hiatus for brand-building media, we set out to increase global brand awareness of the St. Regis brand amongst the next generation of luxury travelers. By partnering with Condé Nast, we could create a custom content program in conjunction with fashion’s biggest night.
The story structure of our GRWM video mirrored the beloved Vogue franchise, but St. Regis introduced a heightened glamorous backdrop to make the video both unique and ownable.
The St. Regis reimagined the GRWM concept from pure interview to a fantastical look into the elegance and rituals of St. Regis, focusing on the interactions and repartee between Baranski and her St. Regis Butler.
In the video, Baranski dons various looks as she gets ready whilst interacting with rituals found at the St. Regis — sabrage, afternoon tea and more.
Baranski’s wit, whimsical fashion, and St. Regis glamour and tradition combine to create an irresistible experience from the first step into her suite to the moment she is ready to go.
The Met Gala offered a global stage for St. Regis to lean heavily into glamour and fashion passion points, through strategic media placements across Condé Nast’s Vogue Met Gala Coverage. The video was supported via digital sponsorship, Meta and YouTube targeting across North American, Europe/Middle East, Asia Pacific, and Caribbean / Latin America markets.
Overall, the campaign exceeded video completion benchmarks across all platforms (YouTube, TikTok & Meta) showcasing that the content was appealing and engaging to our audience.
Video views drove a +3.1% increase in St. Regis brand awareness on YouTube and a +6.5% in ad recall on Facebook & Instagram.
What’s more, we were successful in our goal of increasing awareness amongst our core Next Gen Luxury Travelers. The launch of the video saw notable lifts coming from younger Millennials (25-34): a +4.5% lift in awareness on YouTube, and +7.8% lift in ad recall on Facebook & Instagram.
