Reaching 5m People: Social Media Influencer Campaign

Content MarketingPaid social

Can social media influencer campaigns really make a difference? Here's how we reached 5m people for Mitchells & Butlers using influencers.

Project achievements

Combined social audience 6,311,302

Engagement rate for nano influencers 10%

Total views 5,631,432

Lavish dish shots by influencer, @baitwithkate

Brief

The Premium division of Mitchells & Butlers reached out to us to recommend influencers for their Q1 social media paid activity. This included Vintage Inns & Miller & Carter, looking to drive awareness and engagement for key occasions:

• Weekend Treat Menu
• Sunday roasts & Sharers
• Ongoing visits
• Christmas celebrations
• January Rare Treat Menu

Two ciders clinking in the sun, by @murphose

Approach

With our long-standing relationship with Mitchells & Butlers – not to mention our extensive network of trustworthy, proven influencers across the hospitality industry – we knew exactly who to reach out to for high-quality, engaging content.

We used a mix of paid and gifted incentives to handpick influencers and content creators that aligned with the client’s brief, brand personality, audiences, and objectives.

The key element in putting together a successful social media influencer campaign is authenticity. We collaborate with influencers that exist in the same spaces as the target audience, ensuring that the message feels natural. Only then does it have the power to engage.

Solution

Using our network of large, micro, and nano influencers, this social media influencer campaign saw an impressive:

• Combined social audience of 6,311,302 people
• Nano influencer engagement rate of 10%
• 5,631,432 total views

All of which increased awareness, engagement, and conversions within Mitchells & Butlers’ Premium brands and their offerings.

In addition, we secured well-known influencers such as oliviadbowen (3m followers), ab_bowen (1.4m followers), bethsandland (171k followers), and lottieboo (158k followers).

On the micro side of influencers, we collaborated with people like p.s.loves, alwayshungrychloe, jamiiejusteats, and westmidlandsfoodie – all local foodies with incredibly engaged audiences.

What our clients say

Amelia Berry

Social Media Manager for Miller & Carter, Vintage Inns and Premium Country Pubs

I’ve really enjoyed working closely with Max, Beatrice and the wider Brew team on all things influencer activity for the Premium Division here at Mitchells & Butlers. From our always-on influencer partnerships to ad hoc campaigns like the festive menu project across Miller & Carter, Vintage Inns, and Premium Country Pubs, it’s been so rewarding to see our work grow year on year — building new relationships and strengthening those with our existing influencers.

Need to increase your influence? Let’s plan a social media influencer campaign together.

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