How Taco Bell and The Knot Won Summer

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. 
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