After the success of our Harvest & Holiday influencer campaigns from the year prior, Martha Stewart came to Magrino to develop influencer content surrounding the launch of her newest Harvest & Holiday collection at Macy’s.
Our Harvest & Holiday campaign coincided with two of the most culturally defining events of 2020: the spread of COVID-19 and the election cycle. In response, Magrino worked hand-in-hand with influencers to create engaging holiday-related content, while being sensitive to the current social climate. Magrino secured a combination of 9 micro & mid-tier influencers in the lifestyle and home décor space to each create a Harvest & Holiday post that centered around themes such as socially-distant holiday celebrations, small family-focused tablescapes/holiday meals, and festive bedroom refreshes. Magrino had the opportunity to position the Martha Stewart Collection at Macy’s as a safe way to celebrate the holidays with immediate households, as well as fully utilize their spaces at home. All Instagram static and story content shared via influencers directed users to shop the collection via Macy’s website or safely at their local Macy’s store.
Magrino secured 9 influencers to post Harvest and Holiday content, yielding over 3.04M total impressions, 128.5k total engagements, and 20k website clicks. The campaign resulted in a 3.47% average engagement rate, far surpassing our 2% goal.