Net A Porter #SuperStart Influencer Campaign
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Net-A-Porter #SuperStart Influencer Campaign
Influencer Outreach, Creative Strategy, Design & Production
A collaborative creative campaign with digital influencers to support a partnership between online e-commerce brand Net-A-Porter and beauty brand Elizabeth Arden.
The Brief
Net-A-Porter in partnership with Elizabeth Arden were creating a consumer campaign to showcase a new skin product, Superstart. Uniquely the brands wanted to identify on-brand creative influencers to produce the campaign content, designed to energise and inspire with social virality in mind. Our brief was to identify and work with a select group of influencers in the beauty, health, style and life management industries, and work with them produce co-branded ‘boost’ content to promote the campaign.
Our Approach
Initially, we conducted an influencer identification and research phase, identifying influencers from each of the campaign editorial pillars who were experts at creating social content. Naturally, we found Instagram as a strong source for these influencers. Once the long list was agreed we reached out to confirm a group of influencers to take part in the campaign.
Once we had our confirmed list of participants, we worked with them to conceptualise and brief in a variety of creative routes for production of the viral ‘boost’ content images and gifs, to be used in the campaign. The campaign assets were then used across the Net-A-Porter network, both brand’s social media activity and influencer’s channels, all directing traffic to a campaign hub which showcased the influencers and their contribution to the project.
Highlights
Campaign reach for #Superstart was over 7.75m on Instagram
Collaborations with some of the hottest Instagrammers