With Labor Day just around the corner, it’s time to look back at the season’s best influencer and social media marketing moments on the road.
A range of brands hosted creators throughout the summer, and the insights told an interesting story: Stay in your vertical, and performance was solid. Go cross-category or get slightly experimental, and reap the rewards.
Fashion-focused summer experiences, from Revolve’s month-long house in Mexico to Chanel’s Yacht weekend on Shelter Island, performed well.
@chanelofficial gathered friends of the brand for J12 Yacht Club on Shelter Island and hit an average 2.8% engagement rate across all posts. @kristine_froseth’s post, top left, was the strongest performer, with a 22% engagement rate.
@revolve hosted a one-month activation in Cuixmala, Mexico that resulted in a solid 30-day engagement rate of 2.6%.@brittanytalarico’s post, top left, was the strongest performer with a 10.7% engagement rate.
|But a few standouts took the unconventional route, and it paid off.|
@theknot opened its TK Hamptons House for 10 days and celebrated gender inclusivity and body positivity. Posting resulted in a 4.71% engagement rate. @peterlukecolon’s post, top left, hit a very impressive 22.8% ER.
|@tacobell Hotel, a 4-day pop-up experience in Palm Springs, went outside the food vertical and saw immediate results: Cumulative posts had 16.6% engagement rate and @cruiseandamuse’s post, top left, pulled in a 67.5% ER.|
|The takeaway: Unexpected performs. Pushing boundaries, especially when considering offline activations, wins.|