Premier Inn: Brand awareness with influencer marketing
Improving traffic acquisition, driving brand awareness
Increasing brand awareness using niche
influencers across multiple passion points
In summer 2017 Premier Inn required its digital marketing channels to bolster a leaner above the line campaign. Premier Inn approached Melt to create and deliver an influencer marketing strategy and campaign – and to get it done in six weeks.
Using Premier Inn’s own research into the UK’s most favourite pastimes and passions we began researching into its six chosen niches – cycling, walking, golf, food, live music and mindfulness – to find the best fitting influencers to collaborate with for the campaign. In collaboration with the influencers, Melt produced a range of content that was published on the Premier Inn website’s dedicated hub for the campaign, and on influencer platforms.
The campaign delivered a 14x return on investment for Premier Inn with Influencer audience engagement rate of 30% and an overall conversion rate of 2%.