Johnstons of Elgin X Cream: Emma Hill consumer engagement campaign

Challenge

To grow audience engagement with market leading cashmere brand Johnstons of Elgin by profiling their wonderful historic working mill in Elgin, Scotland.

Solution

A campaign designed to generate positive word of mouth, educate an influential, sophisticated audience, and increase brand consideration. Initiated by an influencer collaboration to communicate Johnstons of Elgin’s unique story of provenance, craftsmanship, and quality, through a relatable humam lens.

Services

Full-service campaign and influencer strategy, delivery, and analysis.

Results

Through our research and insight phase we identified a long list of potential partners who we felt delivered the right authenticity, tone of voice, and audience interaction we were looking for in our campaign.  We selected influencer Emma Hill as she more than fulfilled our criteria and we loved her highly engaged loyal following of discerning and passionate luxury enthusiasts.

Emma created a beautiful video documenting a weekend spent in Elgin, giving viewers a behind the scenes look at the production and craftsmanship behind each Johnstons of Elgin piece in her own charming style.  This exclusive access created a deeper connection between the brand and Emma but also between Emma and her audience resulting in an impressive engagement rate and perhaps more importantly over 200 deeply positive and personal comments on the YouTube video from consumers across the globe.

Both Johnstons of Elgin and Cream were delighted with the partnership and are looking forward to our next campaign!

If you would like to discuss any how to engage with influencers in more detail or if you would like to review your marketing planning more broadly please do get in touch on info@creamuk.com or call us on +44 (0) 203 0114 500